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.

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