The Government has appointed Zenith Optimedia to handle the communications planning for its national minimum wage awareness campaign.
The decision follows a two-way pitch against Naked and Mediaedge:cia (MW September 13). The Central Office of Information (COI) managed the pitch for the Department for Business Enterprise and Regulatory Reform (BERR).
The campaign aims to increase awareness of the national minimum wage – in particular, the new rates that come into effect from October 1 and the penalties of non-compliance. It will promote HM Revenue & Customs’ National Minimum Wage Helpline as a source of advice and information.
It will also raise awareness of laws that mean rogue employers will be fined up to £200 for not paying workers the correct rate.
A BERR spokeswoman says: “The national minimum wage has been a huge success, and it is essential that we continue to inform people of their rights and responsibilities.”
BERR is headed by John Hutton, the first Secretary of State for Business, Enterprise and Regulatory Reform, who was previously Secretary of State for Work and Pensions. The department also works closely with the new Department for Innovation, Universities and Skills.