Dragons' Den and Apprentice stars help with pension reform comms drive

The Government is launching a comms drive ahead of a major reform in pensions.

Theo Paphitis: appears in pension reform comms drive
Theo Paphitis: appears in pension reform comms drive

Well-known bosses will feature in a campaign launched today to promote the ‘automatic enrolment’ programme.

These will include Dragons’ Den star Theo Paphitis and The Apprentice’s Karen Brady and Nick Hewer, with adverts running until mid-October across TV, radio, print and online media.

The reform is aimed at getting 11 million more people saving in a workplace pension by 2018 and focuses on people being auto-enrolled by their employers into a pension. 

From October, starting with the largest employers, bosses will be required by law to pay into a workplace pension for all eligible staff who do not opt out.

Anyone over 22 years of age, currently earning more than £8,105 and working for an employer who is affected, will be automatic enrolled.

Steve Webb, pensions minister, said he was ‘delighted’ with the response from celebrities. 

He added: ‘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.’ 

The adverts, which cost £3.5 million, also include Rupert Gavin, CEO of Odeon.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.