When talk of a significant adspend first surfaced in July, Johnson’s government was reported to be planning to send a no-deal preparation leaflet to “every home in the country”. The campaign, devised by ad agency Engine, kicked off on Sunday (1 September) with a new website.
Posters and social media will reinforce the ‘Get Ready for Brexit’ campaign as the week goes on and TV adverts are expected later in the month, however the Cabinet Office has yet to confirm whether any direct mail will be involved in the run-up to the 31 October deadline.
A report in DecisionMarketing described the potential snub as a “horror show for the direct mail industry”. Johnson himself had described the campaign as “the biggest advertising campaign since the Second World War” in the Telegraph in July.
The campaign is intended to advise UK residents and businesses on what they need to do in order to prepare for a no-deal Brexit. According to government research, around 50% of the population believe the UK is unlikely to leave the EU on 31 October, it hopes the ad blitz will help convince the doubters that it is serious about taking the country out of the EU on Halloween.
According to government figures, 42% of small to medium-sized businesses are unsure of how they can get ready and 31% of the British public have looked for information on how to prepare for Brexit.
Chancellor of the Duchy of Lancaster Michael Gove said: “Ensuring an orderly Brexit is not only a matter of national importance, but a shared responsibility. This campaign will encourage the country to come together to get ready for Brexit on 31 October.”
No deal Brexit is at the top of the agenda in Parliament this week as rebel Tory and opposition MPs are set to attempt to pass legislation that would legally require the government to delay Brexit if a deal cannot be reached.
Johnson threatened to withdraw the whip from rebel MPs in his party if the legislation went through as the likelihood of a snap general election continues to mount.
PrintWeek has contacted the Cabinet Office for comment.
