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‘I’m in’: Celebs signed up to £3.5m pension campaign

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The Department for Work and Pensions (DWP) has announced that well-known business icons including Theo Paphitis and Karren Brady are among the celebrities to help promote auto-enrolment through an advertising campaign.

Starting today and running until October, the adverts, running across TV, radio, print and online media, will feature famous employers like Paphitis and Brady backing auto-enrolment with the phrase “I’m in”.

Pensions minister Steve Webb said he was delighted that well-known bosses have taken part in helping promote the “biggest change in pensions for over a century”.

“People should know that all they need to do is look out for a letter from their employer, and if they do nothing and stay “in” they are effectively getting a pay rise,” he added.

The DWP said the new campaign will see advertisements running on ITV, Channel 4, Sky, Channel 5, commercial radio stations, as well as print advertisements across the national press, key magazines and trade press.

The celebrities featured in the advertisements gave their time and services completely free of charge.

Other well-known figures include; Nick Hewer, from the BBC’s Apprentice programme, Ian Cheshire, CEO of Kingfisher plc, Rupert Gavin, CEO of Odeon, Nikki King, CEO Isuzu Trucks, Peter Boutwood, MD of Noble, and Barry Chevallier Guild, Chairman of Aspalls.

This September-October campaign will cost £3.5m with the total cost of awareness campaigns expected to be £8.1m.

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