§ Mr. WebbTo ask the Secretary of State for Social Security if he will estimate the cost of the advertising campaign to increase awareness of the need for pension saving; and by what criteria he will assess the effectiveness of that expenditure. [146317]
§ Mr. RookerThis Department is running a £6.5 million pensions education marketing campaign. This figure covers a number of elements, including the cost of researching and developing the campaign concept, producing and featuring the adverts on TV, in the cinema, national press and magazines, as well as running a campaign leaflet orderline and producing and mailing the supporting campaign information materials.
We are evaluating the campaign by conducting quantitative, tracking research to gauge people's awareness and understanding of the publicity. In addition, we are monitoring the numbers of orders placed for our information guides in response to the advertising campaign. We will also be consulting the pensions industry for their views.