Welcome ‘Workie’ – the ambassador for workplace pensions

The new ambassador for workplace pensions


MoneyPlus Features Team

11th November 2015 at 3:00pm

A new character has been introduced to Britain’s television screens with the launch of a campaign which aims to change the perception of pensions in the workplace.

Workie, a striking embodiment of the workplace pension in the form of a large, furry, friendly character, will be seen visiting people in all sorts of workplaces over the coming months, asking them not to ignore him.

The campaign, coordinated by the Department for Work and Pensions (DWP) and The Pensions Regulator, is aimed at smaller businesses and their employees as the next phase of automatic enrolment into workplace pensions begins.

“We need everyone to know they are entitled to a workplace pension.” Ros Altmann, Pensions Minister

Serious message about workplace pensions

The Pensions Minister, Ros Altmann, who was personally involved in the creation of Workie, said:

“This is a fun and quirky campaign but behind it lies a very serious message. We need everyone to know they are entitled to a workplace pension – and we need all employers to understand their legal responsibility to their staff, but also to feel more positive about engaging with workplace pensions.”

So far, more than five million employees have been automatically enrolled into a workplace pension by more than 60,000 employers and, from next year, close to two million smaller employers will approach the date when their workplace pension duties come into effect.

The automatic enrolment journey

As the number of employers embarking on their automatic enrolment journey reaches unprecedented levels, the DWP feels the need has never been greater to reach these large numbers with an impactful campaign to encourage engagement.

Jamie Jenkins, Head of Pensions Strategy at Standard Life, explains:

“The two magic ingredients to get people saving for retirement are employers who believe in offering a pension scheme, and employees who expect it. The DWP’s ‘Workie’ campaign plays right to the heart of that principle, just as we start to bring small businesses on board with auto enrolment.”

The campaign – which comes with the hashtag #DontIgnoreIt – will include radio, print, online and outdoor advertising and will continue into 2016.

So we can expect to see a lot more of our new furry friend in the coming months.

Join the conversation

Join the conversation on our MoneyPlus Community or follow us on twitter @sl_moneyplus and Facebook and use the hashtag #DontIgnoreIt. Let us know any questions or thoughts you have about the new workplace ambassador.