A ten-foot-tall monster is warning smaller employers not to ignore auto-enrolment in an advertising campaign launched by the Department for Work and Pensions (DWP) today.
The campaign, a joint initiative with The Pensions Regulator (TPR), is aimed at the 1.8m smaller businesses that have yet reach their staging dates to comply with auto-enrolment obligations.
It includes TV commercials as well as digital, radio and press advertising alongside public relations and "no-cost social media activity".
The first advert will be screened tonight in between Emmerdale and Coronation Street on ITV at 7.25, and the monster, Workie, will be visiting people at work over the next few months.
Pensions minister Baroness Altmann, who helped design the creature, said: "We need everyone to know they are entitled to a workplace pension - and we need all employers to understand their legal responsibility to their staff, but also to feel more positive about engaging with workplace pensions."
The campaign, which comes with the hashtag #DontIgnoreIt, contains the message that all employers must comply with the rules.
Non-compliance can result in a £400 on-the-spot fine and an escalating daily fine.
Since 2012, more than 5.4 million workers have been automatically enrolled into a workplace pension schemes, but only 5% of workplaces have been covered by the legislation so far.
Around 10% of people who have been automatically enrolled are choosing to opt out. This is fewer than previous expectations, and it means the estimated amount which will be saved has risen to £15bn, more than a third higher than the previous estimation of £11bn.
Chief executive of The Pensions Regulator Lesley Titcomb said: "Automatic enrolment has been successfully introduced across the UK's large and medium employers.
"This campaign aims to raise awareness amongst small and micro-employers that they cannot ignore workplace pensions."
The new campaign will run for the rest of this year and into 2016.
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