NEWS: BMP wins DSS task to reduce benefit fraud

BMP DDB Needham has landed the Government’s first advertising campaign aimed at cracking down on social security fraud.

BMP DDB Needham has landed the Government’s first advertising campaign

aimed at cracking down on social security fraud.

An initial pounds 500,000 will be spent over the next year on local

campaigns in towns and cities, where officials will launch month-long

drives to stamp out bogus claims. If the ads prove effective, Whitehall

officials say the budget could be expanded.

From next month, ads will appear on bus sides, at bus stops, poster

sites and on local radio. Buses will play a key role in the campaign,

having proved successful in a previous BMP drive to promote family

credit benefit for low-income families.

The line of the new campaign is ‘Spotlight on benefit cheats - the free

ride on benefit fraud is about to stop. We are picking out the cheats in

[name of town].’

Leo Burnett and D’Arcy Masius Benton and Bowles were also considered by

the Department of Social Security, but BMP finally won the business

without a pitch because it is retained by the DSS.

The ads will promote a telephone line that people can ring in confidence

to report anyone suspected of making false benefit claims.

They will also explain that the Government is offering a two-week

‘amnesty’ when people who may have drifted unwittingly into benefit

fraud can escape prosecution.

Instead of ‘preaching’ that bogus claims are wrong, the ads will merely

promote the local crackdowns.

The blitz will be launched in 14 areas across Britain, before being

extended to other towns and cities.

Benefit fraud is estimated to cost British taxpayers about pounds 2.5

billion a year..


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