Brady stars in £3.5m pension campaign

Celebrity bosses Theo Paphitis and Karren Brady are starring in a £3.5m government campaign to encourage take-up of workplace pensions

Karren Brady

The Dragon’s Den and Apprentice stars will appear in different executions of TV, radio and print activity to raise awareness of a change in pensions law that will see those staff over-22 earning more than £8,105 automatically enrolled into a workplace pension scheme.

Other figures from the world of television appearing in the campaign include The Apprentice’s Nick Hewer, and Ian Cheshire, CEO of B&Q owner Kingfisher. They declare “I’m In” and encourage staff to remain enrolled permanently.

The Department for Work and Pensions expects about two-thirds of those eligible to remain in a workplace pension after automatic enrolment starts 1 October .

Ads break today (17 September). Media spend is estimated at £3.5m. The total awareness campaign on automatic enrolment will cost £8.1 million, the DWP says.

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