Recommendation 21

The Cabinet Office launched a new communications campaign, ‘The UK’s new start: let’s get going’, in July. Its aim is to inform businesses and the public about what actions they need to take to be ready for the end of the transition period.53 The campaign has a budget of £70 million through to the end of March 2021.54 The previous communications campaign, ‘Get ready for Brexit’, which was in place ahead of the 31 October 2019 deadline and which had a budget of £100 million.55 The Cabinet Office informed us that it had responded to the recommendations in that report in terms of improving monitoring information through the development of key performance indicators for its latest campaign with established baselines and tracking of progress on a monthly basis.56 It acknowledged that the key lesson from its ‘Get ready for Brexit’ campaign is that it should track actions taken in response, rather than just measuring public awareness.57