Behind Britain’s ‘shock and awe’ Brexit campaign
Tourists will be warned of higher costs as businesses told to prepare for more paperwork
Boris Johnson’s government will urge the UK to prepare for the “changes and opportunities” of Brexit in a £93m campaign to draw attention to the consequences of leaving the EU.
Behavioural scientists have been called in to draw up a “shock and awe” programme of messages intended to provoke action from businesses and the broader public.
“The term, more often used to describe a military strategy of overwhelming force and closely associated with the Iraq War, is contained in a document setting out the government’s communications plan,” Politico says.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Although the UK formally left the EU on 31 January, little has changed since. Officials fear this status quo has led to complacency about the expiry of the transition deal on 31 December.
“A lack of readiness among businesses for the end of the Brexit transition period is a major concern for the UK government,” says Bloomberg. “If companies aren’t prepared for new paperwork requirements and red tape, which will apply whether there is a UK-EU trade deal or not, there is a risk of border disruption and goods being held up at ports.”
The advertising campaign will also target Europe-bound tourists.
“Adverts bearing the strapline ‘Check, Change, Go’ will be launched today and texts sent to mobile phones,” says The Times. “Much of the information is aimed at raising awareness of higher costs, with travel insurance premiums expected to rise once eligibility for free healthcare in EU countries ends.”
Holidaymakers will also be warned that their passports will need to be valid for at least six months beyond their trip. And anyone wanting to take a pet to an EU country is advised to start planning four months in advance.
Cabinet Secretary Michael Gove (pictured above) said yesterday that companies and individuals should be “ready to hit the ground running” when the transition deal ends. “This will bring changes and significant opportunities for which we all need to prepare,” he added.
“The upbeat message about the coming freedom from Brussels features a new ‘Check, Change, Go’ logo to raise awareness of the new border rules,” says the Daily Express.
“We like the positivity of the campaign,” the newspaper continues, “and we hope that even die-hard Remainers will swing behind the historic decision taken by the British electorate back in 2016.”
But “‘shock and awe’ is not a phrase of comfort,” says Prospect magazine. Instead, it’s one that reminds us of a campaign “to overwhelm and subdue a military opponent”.
Yet the government’s latest campaign will be waged “not on a foreign belligerent, but on its own people” - and will provide more evidence that “a project designed to enhance prosperity, democracy and national pride [has] destroyed all three”, the magazine concludes.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Holden Frith is The Week’s digital director. He also makes regular appearances on “The Week Unwrapped”, speaking about subjects as diverse as vaccine development and bionic bomb-sniffing locusts. He joined The Week in 2013, spending five years editing the magazine’s website. Before that, he was deputy digital editor at The Sunday Times. He has also been TheTimes.co.uk’s technology editor and the launch editor of Wired magazine’s UK website. Holden has worked in journalism for nearly two decades, having started his professional career while completing an English literature degree at Cambridge University. He followed that with a master’s degree in journalism from Northwestern University in Chicago. A keen photographer, he also writes travel features whenever he gets the chance.
-
Today's political cartoons - November 2, 2024
Cartoons Saturday's cartoons - anti-fascism, early voter turnout, and more
By The Week US Published
-
Geoff Capes obituary: shot-putter who became the World’s Strongest Man
In the Spotlight The 'mighty figure' was a two-time Commonwealth Champion and world-record holder
By The Week UK Published
-
Israel attacks Iran: a 'limited' retaliation
Talking Point Iran's humiliated leaders must decide how to respond to Netanyahu's measured strike
By The Week UK Published
-
What is the next Tory leader up against?
Today's Big Question Kemi Badenoch or Robert Jenrick will have to unify warring factions and win back disillusioned voters – without alienating the centre ground
By Harriet Marsden, The Week UK Published
-
Was Georgia's election stolen?
Today's Big Question The incumbent Georgian Dream party seized a majority in the disputed poll, defying predictions
By Richard Windsor, The Week UK Published
-
Moldova backs joining EU in close vote marred by Russia
Speed Read The country's president was also pushed into a runoff election
By Peter Weber, The Week US Published
-
What is Lammy hoping to achieve in China?
Today's Big Question Foreign secretary heads to Beijing as Labour seeks cooperation on global challenges and courts opportunities for trade and investment
By Harriet Marsden, The Week UK Published
-
Why is Germany cracking down on migration?
Today's Big Question New border rules test the European Union
By Joel Mathis, The Week US Published
-
Is Britain about to 'boil over'?
Today's Big Question A message shared across far-right groups listed more than 30 potential targets for violence in the UK today
By Sorcha Bradley, The Week UK Published
-
UK's Starmer slams 'far-right thuggery' at riots
Speed Read The anti-immigrant violence was spurred by false rumors that the suspect in the Southport knife attack was an immigrant
By Peter Weber, The Week US Published
-
How could J.D. Vance impact the special relationship?
Today's Big Question Trump's hawkish pick for VP said UK is the first 'truly Islamist country' with a nuclear weapon
By Harriet Marsden, The Week UK Published