Source · Select Committees · Public Accounts Committee
Recommendation 21
21
The Cabinet Office launched a new communications campaign, ‘The UK’s new start: let’s get going’,...
Conclusion
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
Government Response
Not Addressed
HM Government
Not Addressed
2.1 The Government agrees with this recommendation. 2.2 The government had been preparing extensively for all negotiation outcomes, and that included preparing third parties for the changes that would occur at the end of the Transition Period. The government’s approach was three-fold, and consisted of: ● a major national Public Information Campaign (PIC) clearly communicating to businesses and citizens what they need to do to prepare for the end of the Transition Period. ● the drive to GOV.UK where businesses and citizens were encouraged to use the ‘Check, Change, Go’ checker tool which provided users with a personalised list of actions based on their individual circumstances; and ● a programme of intensive business engagement events involving roundtables, email bulletins, sector panels and webinars, as well as direct contact with businesses and Business Representative Organisations. 2.3 The UK Transition PIC draws on recommendations from a comprehensive internal evaluation and summary report produced in January 2020 on the ‘Get Ready for Brexit’ (GRFB) campaign, and the NAO report. For example: ● Recommendation 1: Internal lessons learned showed communication activity should prioritise those audiences where a lack of action will lead to the greatest disruption, and where action can be taken on a ‘no regrets’ basis (it will be required regardless of the outcome of negotiations). Action: The Transition Communication Centre in the Cabinet Office built on and applied the successful prioritisation criteria for GRFB. This has been implemented throughout the PIC; in Phase 3, ‘no regrets’ actions for borders and business audiences, particularly SMEs, were broadcast through peer-to-peer messaging which showed other like-for-like businesses getting ready. ● Recommendation 2: NAO recommendations included developing a consistent way of measuring impact during the initial period of the campaign, in order to track value delivered throughout. Action: The Cabinet Office developed and collated a full range of measures to gauge third-party awareness and preparedness for the end of Transition, and consequently campaign impact, at the launch of the PIC. This includes intention to act and actions taken by audiences. Data has been continuously sourced from the Devolved Administrations, GOV.UK traffic, call centre incoming call volumes and qualitative engagement insights. It is then collated and tracked by the Transition Communication Centre on a weekly basis and is used to review and inform decisions on campaign activity and spend. 2.4 Government surveys cover not just awareness of the issues involved, but a full range of measures including intention to act and actions taken. The surveys are conducted by independent market research agencies and the Office for National Statistics (ONS). They are a vital means by which the government can estimate expected preparedness along with a range of measures that could only be gathered through a representative survey. Following the Permanent Secretary’s letter to the Committee in October 2020, survey data from the ONS has been published and can be found online with the latest relevant ONS release available via the link in the footnote1. 2.5 The government is continuously looking for new opportunities to encourage business preparedness; be it for example, through new partnerships or champions. In December 2020, the government intensified its extensive engagement with business by establishing the Brexit Business Task Force, which met weekly to discuss the practical steps businesses needed to get ready by the end of the year.