'Tell DWP' campaign from M+C Saatchi Group UK encourages people claiming Universal Credit to update the department when their circumstances change.
A new multichannel campaign Tell DWP, which aims to encourage customers claiming universal credit to report changes of circumstances has been created by M+C Saatchi Group UK for The Department for Work and Pensions (DWP).
The push supports the Department for Work and Pensions’ ongoing efforts to reduce the annual cost of fraud and error, by increasing the number of customers who update the department when their circumstances change, to avoid errors in payments. It also aims to raise awareness of the penalties and consequences of not keeping claims up to date, while improving understanding of which changes need to be reported.
While most people understand in principle that they need to keep DWP informed, reporting changes in circumstances often falls down the to-do list of everyday life. Changes are not always obvious either – as a result, incorrect self-reporting can happen unintentionally.
Tell DWP tackles this problem by using relatability and humour to create cut-through around a topic that is rarely front of mind. In two 30-second films, directed by Jim Archer at Mindseye, everyday people are shown chatting about their lives in familiar, everyday situations. As they talk through moments of change, a DWP Work Coach unexpectedly appears in the scene to prompt the reminder: tell us too.
The scripts are deliberately simple, grounded and dry, with the performances played straight and oblivious to the absurdity of the situation. Casting was central to the approach, with very British, authentic conversations designed to heighten the surreal nature of a DWP employee appearing mid-chat, while keeping the tone approachable rather than accusatory.
Visually, the campaign adopts a heightened everyday look and feel. By shooting in a studio, the production team created hyper-real environments that allow the characters and their storytelling to take centre stage, reinforcing clarity of message and simplicity of action.
The work marks a shift away from previous campaigns. Tell DWP addresses the reality that many errors occur because people don’t realise they’re at fault, or are unsure whether a change is significant enough to report. The campaign is designed to engage audiences in a memorable, light-hearted way, while reinforcing that support is available and the process is achievable.
The campaign is running across VOD, online video, social, radio and out-of-home in the UK. Media planning is handled by Wavemaker, with buying by OmniGov.
Clare Richardson, Client Partner, M+C Saatchi Group UK, added, “Cultural Power is about understanding real behaviour and meeting people where they actually are. This campaign recognises the reality of everyday life for people on Universal Credit, and uses relatable, human moments to change behaviour in a way that feels supportive rather than punitive. That is how creativity can drive meaningful outcomes for society.”
Guy Bradbury, Creative Partner at M+C Saatchi Group UK, concluded, “Keeping the DWP updated is something people know they need to do, yet it’s rarely at the top of anyone’s list, and that’s exactly why we set out to create something truly memorable. We wanted the reminder to feel human, familiar, and impossible to ignore, because when a message resonates, it sticks. And if you’re already telling your mates about a change in your life, then that’s your cue to tell the DWP too.”
