Electronic Government: Publicity

Work and Pensions written question – answered on 25th January 2010.

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Photo of Tom Watson Tom Watson Member, Labour Party National Executive Committee

To ask the Secretary of State for Work and Pensions which (a) actors, (b) musicians and (c) other performers were used to support the directgov advertisement, Go DirectGov.

Photo of Jim Knight Jim Knight Minister of State (the South West), Regional Affairs, Minister of State (the South West), Department for Work and Pensions, Minister of State (Regional Affairs) (South West), The Minister of State, Department for Work and Pensions

The artists featured in the Directgov advertisement are Nick Moran, Honor Blackman, Janet Street Porter, Christopher Biggins, Kelly Brook and Graham McPherson (popularly known as 'Suggs'). Helen Mirren provided the voiceover. It should be noted that negotiations on the involvement of these artists in the project were conducted by the COI and all of the above agreed to participate in the project for a fraction of their normal commercial rate.

Directgov has the potential to enable Government to make substantial savings in shifting from traditional to digital channels. For those savings to be realised, it is vital that the public are aware of and trust Directgov as the Government's official website. The aim of the campaign is to increase awareness so that Directgov is the first site people think of for Government information, and one which they both trust and recommend to others.

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