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Government Communication Plan 2019/20

Delivering for our communities

Achievements from 2018/19

UK Exiting the European Union

The cross-departmental EU Exit Public Information campaign is being delivered by the Cabinet Office on behalf of the Department for Exiting the European Union, the Foreign and Commonwealth Office, the Department for Business, Energy and Industrial Strategy, the Home Office, the Department for Transport, the Department for Environment, Food and Rural Affairs, HM Revenue and Customs and the Department for Digital, Culture, Media and Sport.

When the UK leaves the European Union there will be a number of changes that will affect businesses and citizens. To support a smooth and orderly departure, we will continue delivering a major, multi-channel public information campaign to ensure that all those affected by EU Exit are able to access the very latest official advice and information to help them prepare

Our ‘no citizen left behind’ approach deploys the full breadth of paid, owned and partner channels, to make sure that people do not miss information that is critical to their lives and livelihood.

Pedestrian walking past EU Exit campaign poster

This cross-government campaign targets four core audiences to continue to inform, engage, and reassure them and drive action where required.

  • Individual citizens including those planning to travel or take their holidays in Europe after the UK’s departure date
  • Businesses, with a particular focus on SMEs and those parts of the business community most at risk of significant disruption after the UK has left the EU, unless they take timely action
  • EU citizens residing in the UK will be provided with information on how they can continue to live in the UK
  • UK nationals living in the EU will be provided with information on how they can to live and work in the EU, while receiving healthcare and pensions

The campaign brings together government communications across a wide range of policy areas, speaking to the public with one voice and in a clear and credible way. There is a consistent creative being used, which has been developed based on audience research and testing, as well as a strategic and tightly coordinated approach to channel selection.

We will continue to run two distinct elements to our campaign activity harnessing the effects of broad-reaching and high impact priming channels that allow us to create stature and visibility, helping to ensure messaging remains top of people’s mind. This will provide reassurance and serve as a prompt for audiences that they may need to take action.

We will continue to signpost citizens and businesses to the Prepare for EU Exit campaign landing page at From here, visitors will be able to use
a series of online tools to take them to find relevant and authoritative information and guidance to help them prepare for the UK’s departure from the European Union.

We will identify, target and re-target particular groups with a specific call to action, responding dynamically to policy or rule changes as they are agreed, in order to motivate people to act promptly where they need to do so.

GREAT Britain and Northern Ireland

The campaigns below will be delivered by the Department for International Trade, the Department for Digital, Culture, Media and Sport, the Foreign and Commonwealth Office and the Department for Environment, Food and Rural Affairs.

The world-leading GREAT Britain and Northern Ireland campaign will continue to unify international prosperity communications under a single brand. We will create jobs and growth for Britain by maximising economic returns from trade, tourism, inward investment, exports and education. The campaign will also continue to champion the Industrial Strategy, promoting the devolved nations and regions such as the Northern Powerhouse and supporting the UK’s soft power efforts overseas.

Food is GREAT campaign poster in food market

Overseas, our focus will again be based on major markets such as the USA, China, India, France, Germany, the Gulf, Canada and Australia, with additional emphasis on Africa. We will also focus more effort on education, both as an export and as an influencing tool, widening our current Education is GREAT and Study UK campaigns. We will also work to support major events, such as the summer of sport in the UK, Dubai Expo, Rugby World Cup and Tokyo Olympics and Paralympics.

We will deliver the International Action Plan for Food and Drink, through Food is GREAT, with a particular focus on the high value markets of the USA and China. We will work in partnership with industry to raise export ambition among UK food and drink producers, increasing international demand for UK food and drink.

In the UK, the Exporting is GREAT campaign will inspire small and medium-sized businesses to take up or increase exporting by highlighting the global demand for UK goods and services overseas, as well as the opportunities for business to access export finance. We will also continue to encourage younger travellers to explore Great Britain through our highly-successful micro-gapping campaign.

Global Britain and Northern Ireland

The campaigns below will be delivered by the Department for International Development and the Foreign and Commonwealth Office.

We will lead the Climate Resilience strand of the United Nations Secretary General’s summit in September 2019, mobilising commitments to bring about action and demonstrating that the UK is a leader in tackling climate change. We will bring together developed and developing countries, multilateral organisations, academia, the private sector and civil society in order to underline that action on climate change is needed by all.

The Media Freedom campaign aims to create a safer global environment for those who work in the media, at a time when journalists are increasingly under threat and being targeted for doing their jobs. Working across our overseas network and with external partners, we will focus international attention on this issue, with targeted campaigns running in specific regions to mobilise public support, inspire action, and underline the UK’s commitment to open and vibrant societies.

We will encourage charities to apply for UK Aid Match, a programme that gives the UK public a say in how the aid budget is spent. We will engage with a range of charities, from small charities who run a regionally specific campaign to large charities with major broadcast partners, and will match public donations to around 50 charity appeals, pound for pound.

We will work with our network of over 270 embassies and with more than 600 professional communicators around the world to enhance the UK’s position internationally and ensure the Government’s messages reach a global audience. We will work with embassies and high commissions to strengthen perceptions of the United Kingdom and will produce tailored communication products for their in-country audiences.

Global Coalition against Daesh campaign image referencing the 'Minnesota-based Iraqi and US Reconciliation Project' which has donated 10,000 books to Mosul

Our work in strategic communications has been harnessed and showcased internationally through the UK’s leadership of the Global Coalition against Daesh’s strategic communications effort. We will continue to shape the Coalition’s response to Daesh propaganda, helping deliver analysis based public messaging campaigns in order to diminish terrorists’ ability to recruit, incite attacks and inspire support.

Economy and Industrial Strategy

The campaigns below will be delivered by the Department for Business, Energy and Industrial Strategy, the Department for Work and Pensions, the Department for Transport, the Ministry of Housing, Communities and Local Government and the Health and Safety Executive.

We will build a stronger, fairer economy that works for everyone. The Cost of Living campaign will encourage people to take up the wide range of government support designed to reduce household costs and put money back in pockets, in order to improve living standards around the country.

The My Way In employment campaign will encourage unemployed job seekers to apply for jobs in sectors where there are a high volume of vacancies. We will influence job search behaviours by providing better information to claimants and work coaches about the opportunities available, as well as providing clear steps on how to apply.

My Way In

We will ensure that workers receive the rights that they are entitled to, as well as make it easier for employers to comply with their legal responsibilities.

The National Living and Minimum Wage campaign will publicise rate increases, encouraging employees to check their pay and ensure they are being paid at the correct rates. The campaign will also encourage those who are persistently underpaid to report this to HMRC for investigation. The Day 1 Workers Rights campaign will help all workers understand new legislation on their right to know their pay and contractual entitlements when they start a new job. The Holiday Pay campaign will also help workers understand their rights to paid leave for every hour they work, whether full-time, part-time or odd hours.

To help build confidence in HS2, we will communicate its benefits, including the creation of 30,000 jobs and 2,000 apprenticeships, as well as the opportunities for SMEs to win contracts in the supply chain. We will also provide information so that communities, individuals and businesses affected by its construction are aware of the impacts and can make the right, informed decisions.

To end the sale of new conventional petrol and diesel cars and vans by 2040, the Go Ultra Low campaign will encourage people to consider buying ultra low emission vehicles for their next purchase.

Through the Great British High Streets campaign, we will encourage consumers to use their local high street for leisure and community services, not just retail. We will celebrate successful initiatives which have helped regenerate high streets and town centres, sharing these learnings with others. Community groups will also be encouraged to work with local authorities and partners to bid for government funding to help increase footfall and spend in their local areas.

We will continue to build business confidence by making SMEs aware of the range of support available from government and its funded schemes, including products and services to improve productivity. We will target business’ to increase take up of Gigabit connection vouchers to help create a Digital Britain.

We will inspire people to put thought into their retirement and help them to understand how they can save towards it. We will continue to demonstrate the positive benefits of saving into a workplace pension and will introduce a new employer advocacy programme to help them share its importance to their employees.

We will prevent individuals from falling victim to pension fraud by equipping them with the knowledge and tools to help avoid pension scams. We will ensure that employers have the information they need to support staff and that they direct queries to ScamSmart for specialist help.

The Go Home Healthy campaign will change employers’ behaviours to better manage health risks in the workplace. We will raise awareness of the highest causes of work-related illnesses, including stress, lung disease and musculoskeletal disorder in order to improve people’s working environment and reduce the number of working days lost through ill-health.

Go Home Healthy campaign poster quoting that there are 239,000 workers suffering from a new case of work-related stress, depression or anxiety

The Inclusive Economy Partnership is building a society that is inclusive and sustainable by convening businesses, civil society organisations and departments to find, invent and deliver on-the-ground solutions to some of the hardest challenges facing society.

The Inclusive Economy Partnership will continue to facilitate our ability to connect, leverage business’ resources, and increase civil society’s reach into local communities, having generated four ‘Big Idea’ projects across three social challenge areas: financial inclusion, transition to work for young people and mental health at work.

Education and skills

The campaigns below will be delivered by the Department for Education and the Department for Digital, Culture, Media and Sport.

Astronaut Tim Peake supporting a Year Of Engineering event

Building on the success of the Year of Engineering campaign, in order to train more young people for work in the exciting jobs being created by the Industrial Strategy, we will encourage takeup of Science, Technology, Engineering and Mathematics (STEM) subjects at school and college. This will provide the building blocks for careers in high tech engineering. We will also help build the next generation of cyber security experts and expand the profession through the Cyber Discovery campaign.

The Fire it Up! apprenticeships campaign will help change entrenched attitudes and apathy towards apprenticeships in order to drive both supply and demand. If apprenticeships isn’t the preferred route, information on student finance will help young people decide whether they would like to enter higher education, upon leaving school or college. We will also raise awareness and establish the status of the new T Level qualification, which from its introduction in 2020 will provide a mixture of classroom learning and ‘on-the-job’ experience during an industry placement of around three months.

To motivate adults to retrain and upskill, the new National Retraining Scheme will enable workers to respond to changes in the economy, delivering the priorities outlined in the Industrial Strategy and helping to close the productivity gap.

Fire it up - Apprenticeship campaign image

Housing and homelessness

The campaigns below will be delivered by the Ministry of Housing, Communities and Local Government and the Home Office.

We will showcase the measures being taken to encourage the construction industry to build well-designed, high quality homes, highlighting the investment being made in new developments as well as the benefits this brings to communities. This campaign will help increase community consent for local housing developments, and increase the availability of quality housing to help get people on the property ladder.

Rough Sleeping campaign image

To improve tenants’ rights, we will raise the profile of the steps being taken to increase fairness, safety and decent standards in the rental sector. We will make tenants and landlords aware of their statutory rights, helping to empower tenants to feel able to raise concerns about the property they live in and ensure that they receive their entitlements.

We will re-establish public confidence in the safety of high-rise buildings by highlighting the tougher regulatory regime that is being introduced and by demonstrating the action being taken in the construction industry to improve safety standards. Through the Fire Safety campaign, we will increase residents’ knowledge on the fire safety advice and guidance they should expect to receive from landlords. We will also raise awareness of everyday fire risks, encouraging more people to test their smoke alarms in the home.

To support the Government’s vision to halve rough sleeping by 2022 and end it by 2027, we will ensure that the public know how they can help someone they see sleeping rough. We will share learnings and best practice examples being delivered by local authorities to address the issue with other areas of the country in order to support this target.

Health and wellbeing

The campaigns below will be delivered by the Department for Health and Social Care, NHS England, Public Health England and NHS Blood and Transplant.

We will continue to communicate the benefits of the NHS Long Term Plan to healthcare professionals and the public, demonstrating our commitment to use new technologies, improve patients’ experiences and encourage people to download the new NHS app designed to improve digital health services.

NHS Long Term Plan campaign image

The Help Us Help You campaign will play a key role in alleviating pressures on urgent and emergency care services by encouraging the adoption of preventive behaviours such increasing the uptake of vaccinations during the busy winter period.

To improve the nation’s mental health, we will deliver a number of campaigns, including Every Mind Matters, Rise Above and, in partnership with Mind and Rethink Mental Illness, Time to Change. Collectively these campaigns will encourage adults and young people to take action to protect and improve mental wellbeing, as well as tackle the stigma and discrimination often associated with mental health.

The Save a life. Give blood campaign will continue to play a critical role in motivating people to give blood. We will also launch a new two-year campaign designed to save hundreds more lives every year by normalising organ donation as an expected part of end of life care. We will raise awareness of the introduction of Max and Keira’s Law – the new ‘opt-out’ system of organ donation in England which comes into effect in Spring 2020.

Give Blood campaign image

We will continue to deliver public health campaigns which tackle the leading causes of ill-health including obesity, smoking, alcohol consumption, exercise levels and poor diets to enable people to live longer and healthier lives. The Start4Life and Change4Life campaigns will help reduce childhood obesity by supporting positive parental behaviours, improving nutrition and increasing physical activity. Targeting adults, One You will help to improve their lifestyles in order to reduce the risk of developing cancer and cardiovascular diseases.

We will encourage young people to protect their sexual health through increasing awareness of the risks associated with sexually transmitted diseases and by encouraging adoption of preventive behaviours. We will continue to provide free, confidential information and advice through the drug advice service, FRANK in order to reduce the harm caused by drug misuse.

Social mobility

The campaigns below will be delivered by HM Revenue and Customs, the Department for Education and the Department for Digital, Culture, Media and Sport.

The Opening Up Work campaign will continue to increase understanding of the ways in which Universal Credit removes barriers to work and career progression. The campaign will provide information to help people make a claim and ensure they are always better off in work than on benefits.

Help to Save campaign image

We will also continue to raise awareness of the tax reliefs that people are entitled to and will support those on low incomes to build their savings through the Help to Save scheme.

The tax credit renewals campaign will remind people to renew online and on time, supporting them through the process.Through the Childcare Choices campaign, we will also raise awareness of the support available to help parents with children under 12 with the cost of childcare.

By far, the largest proportion of learning and development of children under five takes place in the home and we will launch a new campaign to encourage parents of young children to support their child’s early language and communication development. The campaign to enhance children’s home learning environment will inspire parents to ‘chat, play, and read’ with their children as a way of building their language, literacy and communication skills. By building these foundations, we will help children to thrive in school which will help them achieve their full potential, leading to greater social mobility.

We will empower those experiencing loneliness, help them build meaningful connections and shift the way people perceive loneliness, so they too can help others in need.

Protection and prevention

The campaigns below will be delivered by the Department for Environment, Food and Rural Affairs, the Ministry of Defence, the Cabinet Office, Home Office, the Department for Transport, the Food Standards Agency and the Department for Digital, Culture, Media and Sport.

Working with key commercial partners, the Keep it, Bin it campaign will continue to encourage people to responsibly dispose of their litter in order to keep the country clean and protect the UK’s wildlife and environment.

Keep it, Bin it campaign image

We will protect animal welfare by reducing the demand for puppies and kittens sold by third parties and supplied by low-welfare and illegal breeders. Working with stakeholders, the campaign will get people to make responsible and informed choices by buying or adopting pets directly from reputable breeders or from animal rehoming centres with high welfare standards.

We will protect society from the risk of flooding by encouraging people to sign up for flood warnings, and ensure they know what to do in the event of a flood, through the Floods Destroy, Be Prepared campaign.

We will continue to showcase everything our Armed Forces do to keep our families, communities and country safe, particularly in times of need such as floods, fires and strikes. We will also raise awareness of the ways that the Armed Forces help other countries improve their own chances for success and how this benefits those living in the UK.

The UK is the first country in the world to have dedicated legislation in place to tackle modern slavery. We will target frontline professionals in banking, healthcare and Jobcentres who may be key points of contact for victims.

Modern Slavery campaign image

We will eliminate avoidable waste by reducing the reliance on single-use plastics, ending confusion over household recycling, tackling the problem of packaging and stopping food waste. Following the launch of the Resources and Waste Strategy, we will use the outcomes of public consultations to get consumers and businesses to take considered action around the products that they buy and how they can extend the lives of those products by recycling, repairing, or reusing.

The #Knifefree campaign will continue to use real-life stories to denormalise knife carrying and create a knife-free movement. We will tackle negative peer pressure and focus on increasing positive diversionary activities. We will also improve young people’s emotional response to the consequences of knife carrying by confronting the perceptions that knife carrying makes you safer and more powerful.

Following the success of THINK! #matesmatter, we will extend the campaign beyond drink driving to raise awareness of other road safety issues among young men, using the power of friendship groups to shift attitudes and influence behaviour among this group.

Through the Easy to Ask campaign, we will encourage young people to have the confidence to ask about ingredients in food, especially when eating out, and make sure businesses understand their responsibilities in keeping people with allergies safe.

The Cyber Aware campaign will encourage SMEs to adopt key measures to protect their business online and help ensure that the UK is seen as a safe place to start and grow a digital business.

We have committed to end domestic abuse through a series of interventions set out in the Domestic Abuse Bill, which includes giving greater access to Clare’s Law. We will challenge social norms and attitudes that risk domestic abuse and controlling or coercive behaviour.

Diversity, Equality and Inclusion

The campaigns below will be delivered by the Cabinet Office, the Department for Business, Energy and Industrial Strategy, the Department for Work and Pensions, the Department for Transport and the Home Office.

We will continue to #ExplainorChange ethnic disparity by demonstrating progress to tackle ethnic injustices and encouraging partners and communities to do the same.

Disability Confident campaign image

We are committed to closing the gender pay gap and through the Shared Parental Leave campaign will continue to support companies to provide more flexible work arrangements, so that mothers and fathers can share parental leave. We will challenge parenting stereotypes and cultural norms in the workplace to empower women to have informed conversations with their employers, helping them fulfil their potential and getting more skilled women back into the workplace.

The Disability Confident employment campaign will help employers think differently about disability, and improve how they attract, recruit and retain disabled workers so that everyone can make the most of the talents they can bring to the workplace.

Hate Crime campaign image

Through our Inclusive Transport strategy, we will increase the confidence of disabled people when using the transport network and create a supportive travel experience. We will work with a coalition of disability groups and transport operators to raise disability awareness and levels of understanding of the needs of disabled people.

We will continue to reinforce the message that hateful activity is not only unacceptable, it is also an offence. We will also improve understanding of what constitutes a hate crime, including trivialised activity that people do not recognise as criminal behaviour. In doing so, we will also reassure minority groups that government takes hate crime seriously.

Working for the public sector

The campaigns below will be delivered by the Ministry of Defence, the Department for Health and Social Care, NHS England, the Department for Education, the Ministry of Justice and the Cabinet Office.

We will inspire and motivate a diverse cross-section of people to join the Royal Navy, Army and Royal Air Force to maintain operational capability to defend the nation and ensure the security of our people, both at home and overseas.

Made in the Royal Navy campaign image

To inspire people to pursue a career in the NHS, we will deliver the NHS Workforce campaign, increasing the number of applications to appropriate degree courses and to fill the 105,000 existing vacancies across the service. The Every Day is Different adult social care recruitment campaign will help fill the sector’s 110,000 vacancies by sharing the variety and rewarding nature of working in social care. Both campaigns will target new recruits and returners, as well as improving retention of existing staff.

We will increase the number and quality of children and family social workers by bringing the best and brightest into the children’s social care profession. We will work with charity, Frontline, to promote social work as an attractive career to graduates and career changers. We will award 450 places to a two-year programme.

We are the NHS campaign image

We will continue to recruit and retain more teachers by building pride in the teaching profession. The Every Lesson Shapes a Life recruitment campaign will encourage 33,000 people to start a career in teaching by enrolling in an Initial Teacher Training course. As well as attracting new people to the profession, we will celebrate and recognise the hard work that current teachers put into teaching, day-in-day-out.

Through the One career. Many roles campaign, we will continue to attract prison officers, with a focus on encouraging more diverse candidates to apply. A new ‘self-selection’ tool and improved customer relations management will set clear expectations about the role. We will also showcase the range of careers and training schemes available in the prison service, including apprenticeships, to help grow pride across the profession.

We will deliver A Brilliant Civil Service and the Smarter Government campaigns to inspire our workforce and build pride in the Civil Service, showcasing the ways in which we are delivering improved public services for the nation and drawing on examples of government excellence, effectiveness and innovation.