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Public services

Public services

Overarching communication objective: Enable public services to run safely and effectively by supporting digital access, raising revenue for the Exchequer, and delivering essential and life-saving messaging.

Campaign key performance indicators (KPIs):
• Maximise take-up of digital government services, driving time and cost savings.
• Increase tax compliance.
• Reduce the number of public safety incidents on our roads and railways.

Digital Government services offer time savings, flexibility and a better user experience for customers. They also offer resource efficiencies and reduced operational costs, saving millions for the taxpayer. However, key barriers to digital take-up include low awareness, understanding or lack of confidence. Communication offers a crucial lever for addressing these; organisations such as HMRC and the DVLA will deliver campaigns showcasing the benefits and ease of their digital services. The Cabinet Office is also rolling out GOV.UK One Login, a new universal login which makes public services quicker and easier to access. Users will have just one account, one username, one password and one identity check to use many different Government services online. A new campaign will raise awareness and understanding of GOV.UK One Login and its benefits, building trust in the new system and ultimately driving take-up. 

We will also support funding for our public services by addressing the tax gap and raising revenue for the Exchequer. HMRC’s ‘Don’t Get Caught Out’ campaign will educate audiences on the consequences of ineligible claims, while disrupting the business model of tax avoidance promoters and unscrupulous agents who aggressively promote ineligible repayments. DVLA’s vehicle excise duty campaign has generated £798 million over the last three years by targeting evasion hot spots, highlighting the risk of not taxing a vehicle and promoting easy ways to pay and spread payments via direct debit. 

Our communications will help the public stay safe on our railways and roads. Network Rail uses targeted, behaviour change campaigns as a vital tool to reduce the number of incidents and fatalities on the railway. These campaigns highlight the dangers and risks in a rail environment and their potentially fatal consequences. The Department for Transport (DfT) also delivers ‘THINK!’, a highly effective road safety campaign which drives awareness of the social consequences of priority risky driving behaviours, building on the influence of peers to redefine or reinforce social norms and change the underlying attitudes and behaviours that lead to deaths and serious injuries on our roads. Campaign priorities, messages and channels are driven by the latest insights, with highly relevant ‘in the moment’ interventions nudging audiences at the point of behaviour.

Safety for vulnerable road users 
DfT’s THINK! campaign plays a crucial role in encouraging compliance with new road safety legislation. Changes to the Highway Code were supported by a new campaign to shift attitudes and promote safer driving behaviour among UK road users. As well as encouraging uptake of the new guidance, the initiative embedded a broader awareness of the road safety needs for people walking, cycling and horse riding. By September 2023, 86% of drivers had heard of the changes and 90% said they had taken personal action as a result of viewing content from the campaign.