Directgov, the Government’s online information service, is launching a campaign to highlight how it can help people access public services and advice. It is the first work for the service by Miles Calcraft Briginshaw Duffy, which won its £15m account in October.
The campaign, which is voiced by actor and The Mighty Boosh star Julian Barratt, introduces animated dog character. It will show the public how they can use the Directgov website to access services, such as finding a new school or renewing car tax, through the web, mobile phones and digital TV.
The ads, which are breaking in stages over this month, will run across TV, print, radio, online and at ATM machines. The initial focus of the campaign will be on helping people through the economic downturn.
Directgov communications and engagement director, Mike Hoban, says the ad will build awareness of the “breadth of information” that the site offers. Hoban, who took over the role last week, adds: “We already welcome more than 11 million visits to the Directgov website every month and this new campaign can only help to strengthen this leading position.”