Ipswich Unemployed Action.

Campaigning for Unemployed Rights.

Posts Tagged ‘Propaganda

DWP Propaganda Campaign for Universal Credit gets off to a Rocky Start.

with 48 comments

Image result for universal credit dwp

DWP Propaganda Genius at Work.

This week this story came out:

Coming soon: the great universal credit deception

A leaked memo shows that the Department for Work and Pensions is about to embark on a PR campaign to defend its worst ever policy

How to sell the unsellable? How to pretend utter chaos is a plan coming together? How to persuade the public, who just refuse to buy it, to at least keep on paying for it? I believe I have found the answer.

It comes in the form of an internal memo from the Department for Work and Pensions that somehow floated past my desk. Published on the staff intranet just a few days ago, on 2 May, it is signed by three of the department’s most senior officials, including the DWP’s director of communications and Neil Couling, its head of universal credit. And it is that toxically controversial benefit which is its subject.

What follows is an elaborate media strategy to manufacture a Whitehall fantasy, one in which the benefits system is running like a dream while a Conservative government generously helps people on the escalator to prosperity. It begins at the end of this month with a giant advert wrapped around the cover of the Metro newspaper; inside will be a further four-page advertorial feature. This will “myth-bust the common inaccuracies reported on UC”. What’s more, “the features won’t look or feel like DWP or UC – you won’t see our branding … We want to grab the readers’ attention and make them wonder who has done this ‘UC uncovered’ investigation.”

..

Then comes the letter’s grand reveal: BBC2 has commissioned a documentary series, which is “looking to intelligently explore UC” by filming inside three jobcentres. “This is a fantastic opportunity for us – we’ve been involved in the process from the outset, and we continue working closely with the BBC to ensure a balanced and insightful piece of television.” Wading through such adjectives, one remembers how the most important of the letter’s signatories, Neil Couling, told Holyrood parliamentarians that the rise of food banks was down to “poor people maximising their economic opportunities” and that “many benefit recipients welcome the jolt that … sanctions can give them”.

What follows is an elaborate media strategy to manufacture a Whitehall fantasy, one in which the benefits system is running like a dream while a Conservative government generously helps people on the escalator to prosperity. It begins at the end of this month with a giant advert wrapped around the cover of the Metro newspaper; inside will be a further four-page advertorial feature. This will “myth-bust the common inaccuracies reported on UC”. What’s more, “the features won’t look or feel like DWP or UC – you won’t see our branding … We want to grab the readers’ attention and make them wonder who has done this ‘UC uncovered’ investigation.”

No such danger with this three-part series, which is driven by access rather than led by a reporter. When the civil servants’ trade union, the PCS, found out about the filming, it asked if staff could talk frankly to the crew, only to be told no: they would still be subject to the civil service code, which demands complete impartiality. Perhaps this explains an internal PCS note on the BBC series I have seen, which remarks that staff are unhappy about being identified on screen. At one of the nominated jobcentres, in Toxteth in Liverpool, “It is our understanding that there have been no volunteers to take part in the filming.” The risk is that any staff who do participate toe the management line, making the film an advert for universal credit.

The PCS briefing also reports a senior universal credit manager telling union reps that “the DWP would have access to the film before transmission”. The BBC confirms that is the case, although it says it has “editorial control”. When I contacted the DWP it refused to answer even the most basic of questions, advising me to submit them via a freedom of information request.

Here is the DWP’s wheedling away already:

This is Amber Rudd’s own retweet of the myth machine:

The Mirror followed up the story,

Universal Credit union blasts DWP ‘propaganda’ as staff announce two-day strike

A union chief accused the DWP of trying to “cover up” the very failures staff want addressed after a leaked memo revealed plans for a massive PR campaign.

Universal Credit staff have announced a two-day strike with a blast at DWP “propaganda” about the benefit.

Call handlers in Wolverhampton and Walsall will strike on May 28-29 in protest at workloads and staff shortages.

It is the second walkout in three months from the workers – who want 5,000 new staff, permanent contracts and limits on the number of phone calls per manager.

Yet hours before it was announced, a leaked DWP memo revealed chiefs plan to “bust myths” about the benefit with an advertising campaign – at a major cost to taxpayers.

The PCS union, which represents the workers, accused the DWP of trying to “cover up” the very failures its strike is focused on.

General Secretary Mark Serwotka said: “Instead of trying to solve this ongoing dispute over workloads and recruitment, Ministers are spending thousands on a propaganda campaign to promote a failed Universal Credit system.

Critics were quick off the mark.

Followed by this news today.

Liverpool Job Centre staff ‘refuse’ to take part in Universal Credit publicity BBC programme

Liverpool Echo.

DWP planning documentary series and advertising campaign to ‘tackle misconceptions and improve the reputation of UC’Liverpool job centre staff have reportedly refused to take part in a TV show promoting the reputation of Universal Credit.

Details of the leaked memo first emerged in a Guardian column and were verified by Mirror Online.

The memo explains the DWP is working with BBC2 on a new documentary series, which will be filmed inside three jobcentres.

But according to The Guardian, the programme has already run into problems.

At one of the nominated job centres, in Toxteth , the PCS note explains that: “It is our understanding that there have been no volunteers to take part in the filming.”

The newspaper reports that an internal note from the Public and Commercial Services Union explains that staff are unhappy about being identified on screen.

A DWP spokesman refused to comment directly on the memo, but said: “It’s important people know about the benefits available to them, and we regularly advertise Universal Credit.