Downing Street has hired media agency MullenLowe to carry out a “shock and awe” campaign to prepare the public for a no-deal Brexit.
According to a government strategic communications dossier the first ‘blast’ of information will be rolled out in July focussing on the “consequences and opportunities” of a hard exit.
The campaign is part of a five-point plan by the government to prepare the country for a clean break from EU institutions by December 31 and has been drawn up by the same group who were behind the “Get Ready for Brexit” campaign which attempted to prepare businesses last year.
A government watchdog called the £46 million campaign a “waste of time” earlier this year, saying there was no evidence it resulted in the public being significantly better prepared.
Lack of preparation
The initiative comes following dire government polling in October showing that 61 per cent of UK businesses had not yet accessed information on preparing for a no-deal.
In fact, up to 74 per cent of adults made no effort at all and planned not to.
One problem identified in the tender is that voters who backed Brexit are less likely to make preparations for it because they don’t believe Britain’s departure from the bloc will have negative consequences.
Most important government campaign this year
“The Transition Campaign is the most important government campaign this year,” the document, which was found on a government procurement database, read.
“With nine months to go, now is the time to ensure that clarity and certainty is communicated wherever possible about what will happen at the end of the year. Therefore we need to frontload preparation wherever possible, and ensure that any early misunderstanding is ironed out and appropriate actions are taken.”
One of those objectives is to convince Brussels officials that the UK was prepared to leave the transition period without a deal.
Others focused on minimising short-term disruption and implementing new protocols and procedures.
Related: Brexit set to cost the UK more than £200 billion by the end of the year
Since you are here
Since you are here, we wanted to ask for your help.
Journalism in Britain is under threat. The government is becoming increasingly authoritarian and our media is run by a handful of billionaires, most of whom reside overseas and all of them have strong political allegiances and financial motivations.
Our mission is to hold the powerful to account. It is vital that free media is allowed to exist to expose hypocrisy, corruption, wrongdoing and abuse of power. But we can't do it without you.
If you can afford to contribute a small donation to the site it will help us to continue our work in the best interests of the public. We only ask you to donate what you can afford, with an option to cancel your subscription at any point.
To donate or subscribe to The London Economic, click here.
The TLE shop is also now open, with all profits going to supporting our work.
The shop can be found here.
You can also SUBSCRIBE TO OUR NEWSLETTER .
