Government Communication Service: Brexit

Cabinet Office written question – answered on 9th September 2019.

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Photo of Mary Creagh Mary Creagh Chair, Environmental Audit Committee

To ask the Chancellor of the Duchy of Lancaster and Minister for the Cabinet Office, what steps the Government Communications Service are taking to ensure (a) value for money from and (b) rigorous evaluation of Government communications of the UK's departure from the EU.

Photo of Kevin Foster Kevin Foster Assistant Whip, The Parliamentary Under-Secretary of State for Wales, The Parliamentary Secretary, Cabinet Office

All the paid for elements of the campaign are competitively procured through a tender to ensure we get value for money. The procurement of the required services is done using frameworks set-up by Crown Commercial Service, the biggest public procurement

organisation in the UK.

In addition to internal governance and assurance procedures, the Cabinet Office have contracted external auditors to conduct a comprehensive analysis of media buying spend. Ebiquity will provide real time and post campaign assessments of cost effectiveness to

ensure a high quality and value for money service is provided by agencies.

Campaign activity will be continuously monitored and refined. We will measure changes in public awareness of the campaign and the specific calls to action that direct both citizens and businesses to relevant information. In addition, we will monitor visits made to the dedicated Brexit information pages over the coming weeks. We will also measure public understanding of changes in key issues that will affect both citizens and businesses so that the campaign continues to be responsive to the public's needs.

This will be done through a mixture of online data analysis and in-depth surveys. The campaign will also utilise ongoing polling, metrics and management information from departments in order to ensure that we are reaching the right audiences and that our messages are prompting the required action from individuals and organisations.

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