The Central Office of Information has awarded TBWA GGT Simons
Palmer the task of communicating the Government’s welfare reform plans
to the public.
TBWA pitched against the fellow COI roster agencies, St Luke’s and FCA!,
for the task of explaining the Single Work Focused Gateway, a new
initiative from the Department of Social Security and the Department for
Education and Employment.
The Single Work Focused Gateway is a radical new Government initiative
aimed at enabling people to make just one application to receive a
variety of benefits rather than having to apply to separate agencies for
different services. The scheme caused an outcry last month, when reports
based on a leaked document suggested that the initiative would lead to
private companies running large parts of the welfare system.
The principle behind the new system, ministers say, is that the state
should no longer pay benefits passively, but should help people become
TBWA is thought to be preparing an integrated campaign to coincide with
the launch of a pilot scheme next month. The agency will work with Wolff
Olins, which is creating the brand identity for the project. The account
is expected to be worth at least pounds 2 million a year.
The COI was unable to confirm the appointment as Campaign went to
Paul Bainsfair, TBWA’s chairman, declined to comment.