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Fur flies at pensions mascot launch

21st Oct 2015
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workie the 12 foot pensions monster...
The Pensions Regulator

The department for work and pensions (DWP) today unveiled a new face in the campaign to raise awareness for auto enrolment…a 9-foot, multi-coloured monster named ‘Workie’.

The new multi-million pound campaign, which aims to change the country’s perception of pensions in the workplace, was launched today by Pensions Minister Baroness Altmann.

The minister, who was personally involved in designing Workie, unveiled the mascot on the digital billboard at London’s Piccadilly Circus.

According to a press release from the DWP Workie, who has large eyes, horns and is covered in fur, is a “striking physical embodiment of the workplace pension”.

The DWP also confirmed this that the campaign will cost £8.5m.

Speaking at the launch Baroness Altman said: “This is a fun and quirky campaign but behind it lies a serious message. We need everyone to know they are entitled to a workplace pension – and we need all employers to understand their legal responsibility to their staff, but also to feel more positive about engaging with workplace pensions.”

Reacting to the news in the Mirror Labour's shadow pensions minister Nick Thomas-Symonds MP said: “Getting workplace pensions right is an important job and auto-enrolment brings great benefits, so the government is right to do some public awareness campaigning.

"But perhaps spending £8.5m on the UK’s most expensive monster is not the most effective or efficient way to do this”.

The kaleidoscopic creature will make his small screen debut tonight in an appearance between Emmerdale and Coronation Street at 7.25pm.

Those keen to beat the rush can watch a clip below:

Over the coming months Workie will be seen visiting people in a variety of work environments, asking them not to ignore him.

The campaign, which is being coordinated jointly by the DWP and The Pensions Regulator, has been launched on Twitter with the hashtag #DontIgnoreIt, and has garnered a mixed reaction from users.

User @Pensionsmonkey quite likes it:

 

 

 

 

 

 

Blasphemous @DawnHFoster isn’t such a fan:

 

 

 

 

 

 

 

 

While the inevitable parodies have also come thick and fast: 

 

 

 

 

 

 

 

 

AccountingWEB has launched the No-one gets left behind campaign to alert as many accountants as possible to the obligations implied by auto enrolment. Read our simple eight-point statement which sets out the auto enrolment facts you need to know.

Replies (13)

Comments for this post are now closed.

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By NDK
21st Oct 2015 15:19

We've gone soft...they could of churned out a scary but authoritive 1970s style PSA for £20. https://youtu.be/uUjhmBDUjFE

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By Tom Herbert
21st Oct 2015 15:24

Scary stuff...

You could definitely remake that for the 21st century.

"Look at this chap, he's had a marvellous time! Didn't think for one second he wasn't enrolled on a pension scheme..."

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By NDK
21st Oct 2015 15:30

Perhaps the scary ones will follow...With 'Workie' turning into some sort of non-compliance Gremlin if staff are auto - enrolled after midnight...

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Stepurhan
By stepurhan
21st Oct 2015 15:34

Mrow-meow-mewl-mrr-raarrrl

Charlie says make sure that you get yourself enrolled in a workplace pension.

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By NDK
21st Oct 2015 15:45

DWP missed a trick...bringing Charley back would of been an inspired move!

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By Tom Herbert
21st Oct 2015 15:42

Thanks stepurhan

I'd completely forgotten about Charlie! You've also done a sterling job of representing Charlies' voice in text form :-)

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By NDK
21st Oct 2015 15:43

Alvin says "get a pension"
"You haven't set up your workplace pension yet? You must be out of your tiny minds..."

https://youtu.be/gzn06cXkl3A

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Stepurhan
By stepurhan
21st Oct 2015 22:54

Or an acronym

Perhaps a cleverly constructed acronym would help, such as the easy to remember Splink, with the late Jon Pertwee.

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Locutus of Borg
By Locutus
22nd Oct 2015 00:53

Confusing and odd
The psychedelic dodo monster thing is confusing and odd - which ironically sums up AE very well.

I wonder what the army of micro employers employing a nanny or carer will make of it when it dawns on them that AE doesn't just affect commercial businesses.

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By redboam
22nd Oct 2015 09:58

Monstrous

£8.5 million? - What on earth were they thinking? This is a lamentable waste of public money.

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Hallerud at Easter
By DJKL
23rd Oct 2015 09:35

Rather than create their own

Rather than  spending to create their own monster they ought to have run it using a  creature from the new Stars Wars film, or even a character from one of the old ones (Does resemble Jabba  a bit anyway) 

Think of the spin off publicity and the merchandise sales. Wonder how much a licence would cost from Disney/Lucas Film? However if they cannot afford a Stars Wars tie in for the pensions there must surely be a cheaper tie in available from the Disney stable (and some like Goofy might be very appropriate to the role)

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By Melody
23rd Oct 2015 11:45

Is this a Halloween equivalent . ...
Is this a Halloween equivalent of an April Fool? Or just trying to make us think of a chocolate bar? Oh I forgot, they're spending our money on it! Pensions for kids!

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By Scriptic
25th Oct 2015 06:40

They Should Stick to the Day Job.

This amateur effort by the DWP is embarrassingly poor. My five year old granddaughter could have come up with something better than this.

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