Ministry sets out local campaign to back its New Deal

The Department for Work and Pensions (DWP) this week launched a PR push to support the latest campaign for its New Deal scheme.

The PR side to ‘The Deal is you’re not alone’ campaign is being handled by GCI London, which has been hired to generate local-level media attention on the back of TV advertising that got under way last month.

GCI director Rhodri Harries said that from this week the agency will be helping local DWP PR staff to identify case studies as well as opportunities on radio stations. He said: ‘The target group is largely those that feel they are disenfranchised, so we will be really getting down to a local level with this.’

The agency reports to DWP’s Welfare to Work marketing team and does not cover Northern Ireland.

The New Deal is aimed at helping the unemployed get back to work.

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