The UK government will launch its £100m Brexit public information campaign next week by calling on Britons to ‘Get ready’ for the country’s looming exit from the European Union on 31 October.
Described as the largest single advertising campaign since the Second World War the promotional drive aims to ensure that both businesses and individuals are as prepared as they can be for the pending split, despite concerns that the high-profile messaging will aggravate those wishing to remain.
The campaign, which EngineGroup has been hired to create, will centre on a dedicated government web presence supported by a nationwide billboard campaign and television advertisements with ministers also ordering in a range of branded merchandise from T-shirts to mugs.
Prime minister Boris Johnson championed the idea of a PR blitz in his leadership campaign, telling ITV at the time: “What we will do, is we will encourage people in a very positive way. From the get-go, we start saying, ‘Look, what do you need, what help do you need, what reassurances do you need?’
“Agricultural farmers in Wales . . . fishermen, everybody, just-in-time supply chains, here is what the government has for you, are you ready?”
Messaging is expected to focus on real-world implications of the break ranging from the travel implications to addressing fears over shortages of food, fuel and medicine.
Johnson set aside a £100m PR war chest in one of his first acts as prime minister.