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EU Exit: Get ready for Brexit Campaign


On 1 September 2019 the government launched the Get ready for Brexit public information campaign, to prepare the public for a ‘no-deal’ exit from the EU across a range of issues. The campaign was stopped on 28 October when the government and EU agreed an extension to the UK’s membership of the EU to 31 January 2020. The campaign was led by the Cabinet Office, and had a budget of £100 million - including £57 million for an air campaign (targeting everyone), and £26 million for the ground campaign (targeting specific groups required to take specific actions). By the end of October, at the point at which the campaign was stopped, £46 million had been spent against an expected spend of £53 million by that point.

The NAO’s report on the campaign found that the Cabinet Office worked at great pace to prepare and launch a large, complex campaign. It established a dedicated team to coordinate and work closely with departments to integrate messages from across government, getting them to work together effectively to coordinate what needed to be communicated to their respective target audiences.

The NAO’s report also found that as a result of the campaign, the public was more aware of some of the things they might need to take action on. However, the Cabinet Office could not demonstrate that the air campaign resulted in significantly better preparedness. The impact of the campaign is likely to have been reduced by the public’s reading of political events in the weeks leading up to 31 October and the likelihood of a no-deal exit.

The Committee will be questioning the Cabinet Office on the performance metrics for the campaign. The Committee will also explore what lessons the Government has learnt from the campaign, and how the Cabinet Office will ensure value for the taxpayer by targeting resources in future campaigns.

Reports, special reports and government responses

View all reports and responses
Fourth Report: EU Exit: Get ready for Brexit Campaign
Inquiry EU Exit: Get ready for Brexit Campaign
Committees Public Accounts Committee
HC 131
Response to this report
Treasury minutes: Government response to the Committee of Public Accounts on the fourth report from Session 2019-21
Government Response
Response to this report
Corresp - Cabinet Office - Letter from Alex Chisholm to Meg Hillier MP in response to Committee's report on EU Exit Get ready for Brexit campaign - 200701
HC 131

Oral evidence transcripts

View all oral evidence transcripts
18 March 2020
Inquiry EU Exit: Get ready for Brexit Campaign
Committees Public Accounts Committee
Oral Evidence

Written evidence

No written evidence published.

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  • Address: Public Accounts Committee, House of Commons, London, SW1A 0AA