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News | Published January 28 2020

NAO query effectiveness of “Get Ready for Brexit” campaign

The effectiveness of the £46 million “Get Ready for Brexit” campaign has been queried the National Audit Office.

According to the NAO, it was unclear whether the campaign resulted in people being "significantly better prepared".

NAO noted that the campaign did not result in a notable change in those seeking information regarding Brexit, with between 32 per cent and 37 per cent looking during the campaign, and 34 per cent following its withdrawal.

It is estimated that the campaign was seen by all bar 0.2 per cent of the population in its two months of operation, with it being viewed on average 55 times per person, either in print, on television or online.

The campaign advised people to use the gov.uk website to receive advice on the way in which the UK’s departure from the EU would impact them. 

It was aimed particularly at those who will travel to Europe following Brexit, in addition to businesses who operate in European countries.

Boris Johnson was responsible for the campaign, following his “do or die” vow to exit the European Union by 31 October.

The campaign was pulled on 28 October 2019, three days prior to the UK’s intended departure from the EU. This was due to the extension of the departure time to 31 January 2020.

However, the Cabinet Office has defended the campaign, stating that doing nothing prior to the previous deadline of 31 October could have led to "significant and unnecessary disruption".

Gareth Davies, the chief executive of the NAO, said “it is not clear that the campaign resulted in the public being significantly better prepared."

(Image license


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Authored by

Alice Jaspars
Culture Editor
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January 28 2020

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