Direct Payment (Department for Work and Pensions/COI) - Giving it to you straight

This Silver Award-winning campaign for the Department of Work and Pensions (DWP) was designed to launch its new electronic Direct Payment system.
Agency: Miles Calcraft Briginshaw DuffyAuthors: Andy Nairn and Jamie Kenny

Direct Payment (Department for Work and Pensions/COI) – Giving it to you straight


This is a story of integration on a grand scale.

It will tell how one of the biggest, and most controversial, government initiatives in history was introduced smoothly, thanks to a joined up approach to communications.

But more importantly, it will tell how this integrated approach more than paid for itself, generating savings worth hundreds of millions of pounds, with an ROI. of c.£29 per £1 spent.


Every year, the Department of...

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