Fur flies at pensions mascot launch
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:
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