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The DWP Press Office twitter feed is a bit of a mess this morning

‘Pensions? Where we’re going we don’t need pensions…’ #DontIgnoreIt #BackToTheFuture https://t.co/fWkyXT9qBY pic.twitter.com/G1Pjx7P2oO

— Department for Work and Pensions (@DWPgovuk) October 21, 2015

https://twitter.com/Macademimama/status/656797618215997440

Hey @UniversalPics, can you sue these twats @dwppressoffice for using your intellectual property? https://t.co/NdqgeVqqrj

— Dave. Anti-Fascist As Feck. 𝕏 🇺🇦 (@DaveAFAF) October 21, 2015

https://twitter.com/OldCantankerous/status/656796652867571712

To quote the more printable. People are saying that spending money on “Workie” when austerity is biting isn’t such a great idea.

I’m not going there – we need auto-enrolment to work and the cuts being forced through the DWP benefits budget have nothing to do with semi-compulsory savings for retirement.

Ros Altmann helped design Workie and I dreamt up the phrase Pension PlayPen. I am not going to have a go at the Pension Minister for trivialising pensions

Will Workie become embedded into our national psyche in a way that the anodyne Stakeholder sheepdog didn’t? That depends on the rest of the campaign.

Is there a need to increase awareness of auto-enrolment among people who know nothing about workplace pensions? The answer is emphatically yes.

Ros Altmann is a smart cookie who knows what people like. Someone once said that nobody ever went bust underestimating the taste of the public.

So here she is in full lyrical mode

@henryhtapper yes. 'pay attention to the Pension'. 'Don't ignore, it's the law' 'with help from Workie, your futures's less murky'!

— Ros Altmann (@rosaltmann) October 21, 2015

And as Josephine Cumbo points out, it’s not what the pension (or even the payroll) industry thinks about Workie that matters

@henryhtapper It's not targetting pension professionals – but people with NO experience of pensions. Totally new & different audience.

— Josephine Cumbo (@JosephineCumbo) October 21, 2015

Specifically..

@henryhtapper Also, think Workie strategically designed to appeal to kids – it's their mums and dads who will need to think about pensions!

— Josephine Cumbo (@JosephineCumbo) October 21, 2015

Bottom line’s that love this creature or hate thus creature, this Workie is not going to be ignored.

Which is the point- isn’t it?