The Department for Work and Pensions has launched a new benefit fraud and error campaign designed to reduce the £5.8bn per year loss to the Treasury arising from waste and abuse.
To chip away at this bill the DWP, HMRC and Cabinet Office are collaborating on a joint campaign, showcasing a localised approach targeting claimants to ensure pay outs are accurate and above board.
Devised by Team Enter, a collaboration between comprises the advertising agency Enter and Creston Group agency The Real Adventure, this approach is hoped to generate savings of £1.7bn by March.
Using the tag line ‘Benefits. Are you doing the right thing?’ the work seeks to cajole people into being as truthful as possible by owning up to changes in circumstance whilst simultaneously shifting attitudes to fraud as a victimless crime.
Richard Caseby, director of communications for DWP said: “The campaign’s ‘map pin’ mnemonic and a highly targeted call to action will help us challenge and change behaviours toward benefit fraud.”
Nick Hurrell, Managing Partner of Team Enter said: “We are delighted to be involved in this important initiative, and will be carefully monitoring the effect of the campaign in changing behaviour.”
A series of Adshels, street talk, press, local TV and radio advertising, plus posters in Jobcentre Plus offices, direct mail and Facebook advertising will accompany the campaign.