Ministers are briefing agencies on a new campaign to promote one of
a series of ’make work pay’ initiatives which will form the cornerstone
of Chancellor Gordon Brown’s Budget next week.
The scheme aims to help unemployed parents out of the poverty trap by
allowing them to keep up to pounds 100 in benefits per week when they
take employment below a certain pay threshold.
The Department of Social Security has briefed four agencies to pitch for
the through-the-line account, which will be worth almost pounds 2
million above the line.
One of the four will be BMP DDB, the department’s retained agency for
five years until last November, when it was announced that DSS ad
campaigns would in future be put out to tender (Campaign, 7 November