Some fascinating lines in the government’s plan for a ‘shock and awe’ information campaign on Brexit 1/ (h/t @e_casalicchio) bloomberg.com/news/articles/…
In their ‘audience insights’: a problem they see is that Leave voters aren’t preparing for Brexit, because they don’t believe it can be negative 2/ 
But many responsible for keeping the economy going - businesses, hauliers, traders - voted Remain and understand the need to prepare.
They won’t be impressed by overly positive messaging, the plan says 3/
They won’t be impressed by overly positive messaging, the plan says 3/
Here are the planned phases of the campaign.
Note ‘shock and awe’ from Sep to Nov, focusing on consequences of not taking action.
Then ‘loss avoidance’ from Dec to Jan 4/
Note ‘shock and awe’ from Sep to Nov, focusing on consequences of not taking action.
Then ‘loss avoidance’ from Dec to Jan 4/
It’s a sign that Whitehall very much understands the lack of readiness out there, and will try to pull out all the stops to limit economic disruption.
In its own words 5/
In its own words 5/
They’ve already made a major concession to businesses, delaying full checks on EU imports until July 2021 — but that hasn’t been reciprocated yet for exports to the EU... 6/ bloomberg.com/news/articles/…
You can find the full doc here, ends/ contractsfinder.service.gov.uk/Notice/04b4abd…
Sorry, here’s the line about Leave voters not preparing for Brexit, because they don’t think it has negative consequences (ends)
