BUILD BACK UK Government Communication Plan 2021/2022
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UK Government Communication Plan 2021/2022 BUILD BACK BETTER.
Acknowledgements
ACKNOWLEDGEMENTS
This document was approved by cross-government Directors of Communication in March 2021. The following people have been involved in
the creation of the Government Communication Plan 2021/2022. They might have contributed to its content or designed the document.
Alice Preedy, Charley Green, Victoria Toby Nation, Sam Di Talamo, James Cox, Alex Oakes, Elspeth Groundwater, Dan Allen,
Fell, Joseph Palasz, Peter Heneghan, Russell Neilson, Suzanne Edmond, Sarah Horn, Bethany Teo.
Amanda Svensson, Frances Smithson, Robin Dawn Lauder, Wendy Fielder, Chloe Nuttall-
Attwood, Bethany West, Noel McGarrell, Musson, Dan Ramsay, Louise Kennedy, Jen
Henry Jamieson, Jo Pennington, Kohinoor Wood, Kate Wratten, Helen Bower-Easton,
Meghji, Elisabeth Vanderstock, Claire Pimm, Kate Taylor Tett, Poli Stuart-Lacey, Kat Cox,
Gemmaine Walsh, Anna Milne, Sian Hibbert, Olaf Henricson-Bell, Megan Poole, Emily
Georgina Day, Ushma Mistry, Abigail Emery, Johnson, Simon Baugh, Laura Jones, Phoebe
Eleanor Prince, Ben Wilkinson, Alasdair Gardner, David Holdstock, Maria Croppi,
Crews, Dominique Lemon, Emma Turner, Simon Wren, Jennie Blake, Victoria Gradden,
Valentina Bollenback, Ashley Winter, Amal Emily Tofield, Katherine Pateman, Alastair C,
Haouet, Nathan Birac, Victoria Maskell, Andy Pike, Darragh McElroy, Anna Macmillan,
Paula Edwards, Amy Clark, Tom Carney, Will Clark Dunn, Chris Herdman, Dafydd Jones,
Harvey-Powell, Philippa Hutchins, Julianah Charlotte Bartrop, Zach Quirk, Hannah
Owusu, Sharon Sawers, Craig Woodhouse, Spearman-Oxx, Lauren Howard, Leonora
Jenny Sheen, Nelly Lawrie, Jo Gok, José Chan, Caelin Robinson, Matthew Walmsley,
Riera, Verity Hambrook-Skinner, Flavia Piggins, Catherine Hunt, Carl Newns, Helen Card,
3
CONTENTS
3 Acknowledgements
5 Ministerial Foreword
6 Achievements in 2020/ 2021
OUR PURPOSE AND VISION OUR PROFESSIONAL STANDARDS
11 Introduction from 25 Modern Communication
HMG Directors of Communication Operating Model (MCOM)
12 About the Government 27 Functional Standard: Upholding Excellent
Communication Service (GCS) Communication
13 Our Future: Reshaping GCS 29 GCS Curriculum
30 Harnessing the Power
OUR PRIORITIES FOR 2021/2022 of Behavioural Science
32 Digital Innovation
15 Prime Minister’s Priorities for 2021/2022:
32 Driven by Data
Build Back Better
33 Delivering Locally
16 Beating COVID-19 and Backing the NHS
34 Working Globally
17 Build Back Better
36 Final Word from Alex Chisholm
18 Build Back Fairer
37 Campaigns for 2021/2022
19 Build Back Safer
20 Build Back Stronger
22 Build Back Greener
23 Delivering for the UK
Some photographs in this document were taken before the COVID-19 pandemic.
All photoshoots that took place during the pandemic followed appropriate
4 government guidance, including social distancing measures.
Ministerial Foreword
MINISTERIAL FOREWORD
I am delighted to present this year’s • Build Back Fairer – we will work to level the Government Communication Service,
Government Communication Plan. up opportunities across the country, as represents a step change on this journey to
well as supporting the disadvantaged and more effective government communications.
This has been an unprecedented year protecting the most vulnerable. We believe our messages to citizens will
for our nation in which the need for a • Build Back Safer – we will make our have greater impact, and cost the taxpayer
united voice to communicate our priorities neighbourhoods safer, improve national much less, if departments work together on a
clearly to citizens and – in some cases security and create more secure borders. smaller number of cross-cutting campaigns.
– effect behavioural change, has never • Build Back Stronger – we will capitalise
been greater. on post-Brexit opportunities, strengthen the I would like to thank the Government
Union and send a clear message to our Communication Service for all they have
Emerging from the pandemic, the public will international partners about what Global done to respond quickly and flexibly to the
rightly demand that the money, powers and Britain stands for. difficult, dynamic situation of the pandemic,
trust vested in the government are used ever • Build Back Greener – we will help to build and for demonstrating the importance of
more effectively to improve their lives and a greener, cleaner UK, achieving Net clear messaging in the relationship between
prospects. Our collective communication Zero by 2050. government and those we serve. I look
will help drive the pace and scale of our • Delivering for the UK – we will keep forward to working together as we continue
recovery by articulating how we intend to our citizens informed about critical to harness the creativity and ingenuity of our
recover from the COVID-19 pandemic and legislation and help them to access vital communicators to the benefit of the country.
build back better. public services.
Julia Lopez MP, Parliamentary Secretary,
Our priorities for the year ahead are clear: Government communicators will also be Cabinet Office
supporting and promoting major events this
• Beat COVID-19 and Back the NHS – we year, using the UK’s role as hosts of the G7
will encourage people to take better Summit in Cornwall’s Carbis Bay and the
care of their health, change the way they upcoming COP26 conference in Glasgow
access NHS services and build trust and to advocate for shared solutions to global
confidence in the health system. challenges and showcase our nation’s
• Build Back Better – we will support strengths on the international stage.
economic recovery, increase job
opportunities and level up across all four The work set out in this year’s plan,
corners of the UK. particularly the further detail on Reshaping
5
Achievements in 2020/ 2021
ACHIEVEMENTS
99%
22,629
to 27,658
AWARENESS
At its peak, almost all
Four in five (81%) UK SMEs,
as well as 71% of the 6,000
lives employers were aware
general public, recognised
our Check Change Go
saved of the Coronavirus Job campaign.
Retention Scheme (99%).
The police recruitment
000
campaign exceeded its
,
55m
Our COVID-19 campaigns are 0 first target of recruiting
8
estimated to have contributed 6,000 new police officers
to saving between 22,629 and over a month ahead of
27,658 lives, and prevented There were 55 million visits its March 2021 deadline.
between 1.5 and 1.8 million to Transition content on 41,472 people entered
infections between April and GOV.UK from July 2020 to teacher training this
December 2020.* January 2021. year, an increase of
23% on 2019.
Over 80,000 businesses
registered to take part in 1.4 m
Eat Out to Help Out.
The Brexit Checker Tool
was completed +25,000
21m
* Figures calculated using Wavemaker
econometric modelling on social 5 million times.
distancing / HFS campaigns that
ran between Apr-Dec 2020, based
The Jobhelp campaign
on YouGov polling data for Cabinet site was visited by over The Our NHS Allied Health
The COVID-19 campaigns Office, ONS and MRC Centre for 1.4 million individuals: and Nursing recruitment
Global Infectious Disease Analysis campaign led to almost
helped deliver over assumptions on infection and around half of them took
21 million downloads of transmission rates. Range of infections immediate action to 25,000 more applicants to
the NHS Covid App.
prevented and lives saved based on
look for vacancies. relevant subjects on UCAS.
average R rate range in this period.
6
Achievements in 2020/ 2021
4.5m £1 =1,000
PEOPLE
For every £1 of HMG spend 21,000
Since the relaunch of the on the Let’s Talk Loneliness
Cyber Aware campaign, campaign, over 1,000 people
4.5 million reports have were reached through
been made and over pro‑bono advertising.
30,000 scams have been
taken down as a result.
The Everyone In scheme
likely avoided over 6,000
+922% 21,000 infections and
260 deaths among the The probation officer
homeless population. recruitment campaign
Visits to the Let’s Talk delivered over 6,000
Loneliness website increased applicants – meeting its
by 922% during Loneliness target ahead of time as well
Awareness Week. as targets set for male and
LEGAL SERVICES BAME applications.
ARE
+1,000%
£650,000 £ 32,000
The #YouAreNotAlone The Legal Services are Over 32,000 businesses
campaign increased visits GREAT campaign recorded have registered for the
to the GOV.UK support around £650,000 in export Northern Ireland Trader
page for domestic abuse wins, with a further £4m Support service –
by over 1,000% during the forecast over the next double the target
first two weeks. four years. number.
7
Achievements in 2020/ 2021
CAMPAIGNS
COVID-19 GoViral!
LOOK HIM IN TH
E EY ES
95%
59,800
Our COVID-19
campaigns
AND TELL HIM
THE RISK ISN’T GCS International
have reached REAL. worked with the
95% of adults Ton y Cov id-1
9 pati ent
University of
an average of Around 1 in Cambridge to build
17 times.
3 people wh
the GoViral! game,
and are spread o have Covid
-19 have no
ing it withou symptoms
positive you t knowing. Are
’re not one you absolutely
of them? On
and ‘inoculated’
Sticking to the ly go out if ess
rules stops the ential.
spread.
almost 59,800 people
against COVID-19
misinformation.**
**GoViral! works on inoculation theory,
which means exposing people to safe
For example, teaching seven in eight ‘doses’ of COVID-19 misinformation so
people vital preventative behaviours when they see it in their social media
feeds they can recognise it and
with Hands, Face, Space. therefore ignore and report it.
8
Achievements in 2020/ 2021
Check Change Go Food is GREAT
4 in 5 50% £ £430m
Four in five UK and half of all SMEs The Food is GREAT showcase at
SMEs recognised reported taking action the China International Import
the Check Change as a direct result of Expo 2020 led to trade deals
Go campaign the campaign. worth over £430 million.
9
OUR
PURPOSE
AND VISION
Through the Reshaping GCS programme, we will help to deliver the
Prime Minister’s agenda as a stronger and more unified organisation – using our
world-class communication to improve the lives of citizens in all four corners of
the UK, as well as internationally, and build back better than ever before.
10Our Purpose and Vision
INTRODUCTION FROM
HMG DIRECTORS OF COMMUNICATION
As we look ahead to the next year, it is vital We will work together to further unify our
that we do not overlook the many lessons profession and our communication across
we can learn from the pandemic and its government, to improve our impact across
profound impact on our profession, our all communication disciplines, and to deliver
practices and our audiences. The next fewer, bigger, better campaigns.
year brings with it the opportunity for us as
communicators to focus on the skills and To our fellow communicators, thank
ways of working which we developed at you once again for your hard work and
pace over the course of the pandemic. dedication through one of the most difficult
periods in our country’s recent history.
We will harness these skills to support the
Prime Minister’s plan to build back better Alex Aiken, Executive Director,
– using communication to relay life-saving Government Communication and
public health messaging, back businesses HMG Directors of Communication:
to recover, maximise the new horizons
We are extremely proud of the work that our successful EU deal has unlocked, Andy Pike Jen Wood
that government communicators have and to build a greener, cleaner world for Anna Macmillan José Riera
carried out over the past year during an future generations. Conrad Bird Olaf Henricson-Bell
unprecedented time of national crisis. Craig Woodhouse Poli Stuart-Lacey
Our efforts to communicate clearly and This plan sets out these new priorities and Dafydd Jones Sharon Sawers
effectively have been fundamental to the world-class communication and Dan Ramsay Shiona Adamson
the country’s response to the COVID-19 campaigns that will support them. David Holdstock Simon Baugh
pandemic, helping to save both lives and Emily Tofield Simon Wren
livelihoods. Thank you to colleagues across In 2021, we will also continue to drive Gerald Mullally Suzanne Edmond
the Government Communication Service forward progress with our Reshaping Helen Bower-Easton Toby Nation
who have contributed to this collective effort GCS programme, playing our part in James Cox Wendy Fielder
and who continue to do so. the modernisation of the Civil Service.
11Our Purpose and Vision
ABOUT THE GOVERNMENT COMMUNICATION SERVICE (GCS)
Who we are What we do Where are we going next?
The Government Communication Service We deliver world-class public service In July 2020, GCS announced ‘Reshaping’
(GCS) is the professional body for public communication that supports ministers’ plans to form a more united, modern
service communicators working in priorities, enables the efficient and effective profession running fewer, bigger and better
government departments, agencies and operation of public services, and improves campaigns. In 2021/22, GCS will build on
arm’s length bodies. Led by Executive people’s lives. Our audiences are local, the impactful communication and many
Director of Government Communication national and international and we work lessons of the pandemic – with leaner,
Alex Aiken, we are a community of with them to ensure our communication is more effective campaigns that will improve
communication professionals, serving relevant and meaningful – whether in our people’s lives.
the public across the United Kingdom media work or internal and stakeholder
and around the world. From Whitehall to communications. We also work with the Our culture
Whitehaven, Inverness to Cardiff and Belfast best industry talent from professional bodies,
– we work across all four corners of the United public sector organisations and external GCS is proudly committed to attracting,
Kingdom to make it a better place for all communication agencies who help us to supporting and developing a diverse
who live here. deliver effective and impactful campaigns. workforce, and fostering a culture of
inclusion. In October 2020, we launched an
How we work updated Diversity and Inclusion in Practice
Action Plan. This action plan supports
Did you know?
GCS is one of 14 functions that operate teams in continuing to build an inclusive
across the Civil Service. GCS is governed environment and ensures that everyone in
At the end of 2020, GCS collaborated
through departmental Directors of the GCS has the tools they need to deliver
with industry bodies and experts to
Communication and the GCS Board, diversity in practice.
develop a report on the impact of
which is chaired by Minister Lopez. The
COVID-19 on the work of professional
board makes recommendations on the
communications. Read the full report
direction, operation and development of
on the GCS website.
the profession and holds us to account for
the implementation of our major campaigns.
12Our Purpose and Vision
OUR FUTURE: RESHAPING GCS
Reshaping GCS is a modernisation
programme that will enable us to build the We will:
best profession possible. The programme
forms part of the wider Civil Service reform 1. Raise our standards, developing 5. Reach our audiences more
and will modify, unify and simplify our excellence in communication across directly with our digital capability
approach, enabling us to speak to the public all disciplines. and rapid response teams.
with one voice. 2. Revolutionise our campaigns, running 6. Deliver a new central leadership
fewer, that are bigger, better and team and structure.
The programme will improve the experience driven by data. 7. Drive efficiency through our
of everyone in GCS. By adopting this unified 3. Create enhanced career opportunities campaign single budget, ensuring
approach, we will break down departmental with a clear pathway of progression, the best possible value for money.
silos and harness our shared expertise. as part of a single GCS profession. 8. Optimise our employment
As with all areas of the public sector, we 4. Weave diversity and inclusion into the approach, while continuing to
must be as efficient as possible with our design and implementation of the recruit the brightest and best and
resources. It is right we consider the size of our programme at every stage. better develop our people.
communication functions, looking at ways to
be more effective and making the best use
of the taxpayers’ money.
How can I stay up to date?
Ultimately, Reshaping GCS will provide a
host of benefits to all communicators – from This year, we will focus on confirming future
an improved training offer to better career plans for the broad structure, teams and
opportunities. It will enable us to deliver roles. You can read all the latest updates on
fewer, bigger and better campaigns that Reshaping GCS at gcs.civilservice.gov.uk/
improve the lives of citizens across all four about-us/reshaping-gcs.
corners of the United Kingdom.
Gem Walsh
The programme comprises eight themes, Transformation Director, Reshaping GCS
which you can read more about here.
13OUR
PRIORITIES
FOR
2021/2022
“…this moment also gives us a much greater chance to be radical
and to do things differently… to build back better”
—Prime Minister Boris Johnson, 30 June 2020
14Our Priorities for 2021/2022
PRIME MINISTER’S PRIORITIES FOR 2021/ 2022:
BUILD BACK BETTER
The Prime Minister has set out a clear 3. Build Back Fairer: increasing opportunities The next pages show some of the
roadmap for how the government will build across the country, with better education, communication activity planned for the
back better – not only beating COVID-19, but housing, skills and infrastructure. coming year that will help to deliver these
coming back stronger than ever before. 4. Build Back Safer: upholding law and key priorities, as well as recent successes that
order, improving national security and we will build on.
In 2021 we will run fewer, bigger and better strengthening our borders.
campaigns that support the following 5. Build Back Stronger: capitalising on
priorities: post-Brexit opportunities, promoting our
global interests and building the strength
1. Beating COVID-19 and Backing the NHS: of the Union.
saving lives and protecting the NHS by 6. Build Back Greener: making green
encouraging people to take better care industries fit for the future, hosting a
of their health. successful COP26 and leading the way
2. Build Back Better: a focus on economic globally to reach Net Zero by 2050.
recovery, supporting employment 7. Delivering for the UK: promoting essential
through the Plan for Jobs and ensuring and statutory government activity and
investment levels up opportunity. informing the public of critical information.
15Our Priorities for 2021/2022
BEATING COVID-19
AND BACKING
THE NHS
We will continue to drive changes in public This year, the UK-wide
behaviours to help beat COVID-19, protect vaccination programme
the NHS and save lives. is at the heart of the
government’s strategy to
Our public health campaigns throughout manage COVID-19. The UK
the pandemic have been consistently government has secured
effective. Our COVID-19 communications are over 400 million doses of vaccines and we We help to mitigate pressures on the NHS
estimated to have saved between 22,629 will continue to drive vaccine confidence through our Help Us Help You campaign,
and 27,658 lives and prevented between 1.5 and uptake. which continues this year. Last year’s flu
and 1.8 million infections between April and vaccine campaign contributed to over
December 2020.* The NHS Covid App was Our communication will also support the 80 % of over 65s taking up the vaccine –
downloaded over 13 million times in the first NHS to have the workforce it needs through the highest proportion ever. Our Better
seven days – more downloads than any other the We Are The NHS recruitment campaign. Health campaign will also build on its
country in the world. Last year, the campaign helped 34,190 success in 2021 by encouraging people
people onto nursing degree courses, a 20 % to take care of their own health. Since
increase on the previous year. Additionally, launching in July 2020, there have been
* Figures calculated using Wavemaker econometric over 900,000 new people accessed the adult 750,000 downloads of the 12 Week Weight
modelling on social distancing / HFS campaigns that social care microsite, with 10 % going on to Loss Plan app and 1.47 million Every
ran between Apr–Dec 2020, based on YouGov polling
data for Cabinet Office, ONS and MRC Centre for search for a job on the page. This year, our Mind Matters mental health action plans
Global Infectious Disease Analysis assumptions on health recruitment campaigns will expand to completed. What’s more, over 700,000
infection and transmission rates. Range of infections
prevented and lives saved based on average R rate
help recruit 26,000 primary care staff and fill people reported making an attempt to quit
range in this period. 87,000 other vacancies across the NHS. smoking as a result of our communication.
16BUILD
BACK
BETTER
In 2021, we will continue to support the In 2021, our communication will support
economy and drive recovery as we the government’s continued commitment to
emerge from the pandemic. Last year, businesses and the employment of individuals remains one of the best places in the world
the government spent £280 billion on an across the entire country. At the centre of this is to live, invest and do business with.
unprecedented package of economic our Plan for Jobs campaign, which reached
support to protect people’s jobs and over 26 million people (leading to almost At the heart of Build Back Better is supporting
livelihoods, while supporting businesses and 185 million impressions) in just two months at and spreading opportunity across the country.
public services across the UK. the start of this year. The campaign helps all Our communication will demonstrate how the
sectors and regions to support, protect and government is delivering for every part of the
The COVID-19 Business Support campaign create jobs – whether that’s through promoting UK – from investing in new hospitals, schools
reached 94% of all SMEs last year and T Levels to improve skills, recruiting for the and infrastructure, to ensuring everyone
the Coronavirus Job Retention Scheme Armed Forces or access to Universal Credit. can get the skills they need to access
has supported 10 million jobs to date. On opportunities wherever they live. Our Young
top of this, over 1.4 million people visited This year, we will also continue to back People’s Futures campaign will bring together
our Jobhelp advice website and, since businesses across the United Kingdom, products, policies and campaigns aimed at
applications opened in November, our increasing business confidence to invest, the education and employment of young
Kickstart campaign has led to over 700 firms innovate and export. We will ensure that people for the first time, to make sure that
offering job placements to 120,000 young companies can seize new global trading every young person – wherever they are in
people at risk of long-term unemployment. opportunities and that the United Kingdom the UK – can access opportunities more easily.
17Our Priorities for 2021/2022
BUILD
BACK
FAIRER
2021 brings a unique opportunity to build
back fairer, levelling up opportunities for all
citizens through better education, housing, will continue to support existing teachers Building back fairer means equality for all:
skills and infrastructure. to thrive. last year, our Black History Month digital
campaign, #OurHistoryOurHeroes, reached
Our campaigns this year will work to build Our Frontline recruitment campaign will also almost 8 million people, highlighting the
a fairer society for all, spreading opportunity continue to attract graduates and career achievements of Black public servants
to support social mobility, improving changers to social work, helping to improve throughout history. Furthermore, publishing
financial awareness, championing fair the life chances of children and families the National Strategy for Disabled People
treatment of disabled people and ensuring facing challenges. 2021 applications closed and our Health and Benefits Green Paper this
equal rights at work. in November 2020 – the earliest date in the spring will put the needs of disabled people
organisation’s history and at 115% of their at the forefront of the country’s recovery.
This begins with securing the right start in overall recruitment target.
life for children: last year, over 41,400 people Our communication will highlight the benefits
entered initial teacher training, and this Everyone should be able to access services and protections afforded to workers. We will
year we will continue to motivate talented to improve their family’s financial, housing and promote the increases in the National Minimum
people to join. Our inspirational Get Into employment prospects. Through increasing Wage and the National Living Wage, as well
Teaching campaign will build on the uptake of digital skills training, early years as the rights of all workers to have access
23% increase in initial teacher training support, debt advice, and help to buy a home, to entitlements such as holiday pay, shared
applicants achieved last year, and we we will make this a reality for every citizen. parental leave and safer working practices.
18BUILD
BACK
SAFER
Our communication will help make the immigration system, which last year led to
United Kingdom a safer, more secure place 85% of targeted employers reporting they
to live and work. Last year, the police had taken action to prepare. government and with stakeholders to protect
recruitment campaign achieved its first people from abuse in all its forms. Our new
target of 6,000 additional officers across Internationally, we will continue to promote communication approach, Stopping Abuse
England and Wales one month ahead stability alongside groups such as the UN, and Together, looks to increase disclosure and the
of schedule. This year, we will continue as hosts of the G7 Summit, we will encourage number of reports by providing support and
to support the recruitment of 20,000 total leaders to build back better from COVID-19. advice all in one place, as well as preventing
additional frontline police officers by 2023. Additionally, our campaigns will continue to offenders committing abuse in the first place.
Our campaigns also help to strengthen our recruit entrants into the Armed Forces, as they
prison and probation services. Last year, keep the peace around the world, tackling Finally, the threat from online harms cannot
the probation officer campaign achieved terrorism and keeping Britain safe. be ignored. Last year, the Cyber Aware
its application target within two weeks of campaign helped to achieve 4.5 million
launching, and 2,000 jobs were filled via the We will also help to protect the most vulnerable reports of cyber scams, and Don’t Feed The
prison officer recruitment campaign. in our society. Last year, the #YouAreNotAlone Beast led to a 19% increase in confidence
campaign increased visits to the GOV.UK among campaign recognisers in their ability
Now that we have left the European Union support page for domestic abuse by over to spot fake social media profiles. This year, we
and secured a deal, our points-based 1,000% during the first two weeks. This year, will continue our work increasing resilience to
immigration system campaign will continue following the release of the Tackling Child cyber attacks and helping the public protect
raising awareness of the UK’s new fairer Sexual Abuse Strategy, we will work across themselves against hostile state activity.
19Our Priorities for 2021/2022
BUILD
BACK
STRONGER
2021 is a seminal year for the UK. It is the
first time in over 40 years that we are an
independent trading nation, and it is the
year that we take on the G7 Presidency and
the 26th COP Summit in Glasgow. We will
mark the UN’s 75th anniversary and chair
the UN Security Council; bring together the
Global Partnership for Education to finance
girls’ education; participate in the biennial
Commonwealth Heads of Government
meeting; and mark the maiden deployment
of HMS Queen Elizabeth. getting 40 million more girls into school. We individuals and businesses overseas to trade,
will showcase the UK’s role as a force for invest, visit, study, and work in the UK. Last
Our communication will help to deliver vital good in the world by seizing the opportunities year, our GREAT Ready to Trade marketing
international priorities, whether through of Britain’s presidency of the G7 and the UN campaigns secured millions of pounds’
our COVID-19 vaccines campaign to climate change conference, COP26, which worth of expenditure, across over 50 inward
promote equitable access to vaccines we will host in Glasgow. investment projects, and created demand
in 92 developing countries, or our Girls’ that led to over 11,000 queries – 143% of the
Education campaign, that will build on this We wil also support our economic recovery target. We must also continue to secure our
government’s manifesto commitment of from the pandemic by persuading influence and attractiveness to younger
20generations: when the time is right, we will Finally, we must strengthen the Union
continue promoting Study UK, which last through highlighting the fact that action
year targeted students in 16 key markets and taken by the UK government helps to
reached over 12 million people. solve local problems, that we are better
as a whole than the sum of our parts, and
March 2021 saw the publication of the through building pride in the work done
Integrated Review, which articulates the collectively as a Union of nations to help
government’s ambition for the UK’s role in the others around the world. We are stronger
world and the long-term strategic aims for our together, and our campaigns will clearly
national security and foreign policy. Building communicate the practical, economic and
back stronger also means ensuring that emotional ties that make us a truly United
people overseas perceive the UK as a Union of Kingdom. For example, this year, we will mark
four nations which work together as a credible, the Centenary of Northern Ireland and
problem-solving partner in the international showcase the stories of the nation’s people
arena and a science superpower. and places.
21Our Priorities for 2021/2022
BUILD
BACK
GREENER
Last year, the Prime Minister outlined his
10 Point Plan to work with communities
and businesses to achieve a greener,
more prosperous UK. Through ambitious society, business, communities and leaders In its first three months, Together for Our
activity such as investing in carbon capture across the globe to drive progress and Planet reached over 4 million people and
usage and advancing offshore wind, the ultimately, reach Net Zero by 2050. generated over 1,200 pieces of international
UK will lead the way in starting a Green coverage in the run up to the UK-hosted
Industrial Revolution, supporting hundreds of Throughout 2021 and beyond, we will use Climate Ambition Summit in December.
thousands of green jobs. communication to drive both citizen and The summit ultimately delivered 24 new
business engagement in beating climate commitments from countries to eliminate
A key milestone in our journey will be the change. We will increase the momentum their own contribution to climate change.
COP26 conference in Glasgow, where we will of the Together for Our Planet campaign,
bring together world leaders to accelerate partnering with businesses and driving at We will also highlight how making small
climate action. We will use this platform to least 100,000 pledges to take action ahead changes can make a world of difference –
demonstrate the UK’s commitment to going of the conference in November. We will drive whether that’s motivating the public to
green – for example, our aim to become awareness and understanding of COP26, build increase their uptake of walking and cycling
the world’s number one centre for green trust and credibility in the actions we’re taking through the Active Travel campaign, using
technology and finance, and planting 30,000 to combat climate change, and start to lay less plastic, or raising awareness of the new
hectares of trees a year by 2025. We will the foundations for the collective long-term E10 fuel, resulting in lower emissions and
lead this work through partnerships with civil behaviour change needed to tackle the issue. cleaner air for all.
22DELIVERING
FOR
THE UK
We will promote essential government
activity, ensuring our citizens have access
to vital services and keeping them informed
about critical legislation. From guidance on Excise Duty campaign will reduce the
health and safety at work to information on number of untaxed vehicles on the road,
NHS screening, our campaigns are essential helping to fund essential public services. Our Self Assessment campaign will drive
to the smooth running of the country. 12 million customers to submit their tax return
on time, leading to billions of pounds for
Our Check Change Go campaign helped public services as well as helping customers
to drive 55 million visits to the GOV.UK to avoid penalties. We will also raise the
Transition site last year. In the final phase of profile of support available to customers who
the Transition campaign, we will continue are worried about payment.
to support businesses and citizens to trade
with and travel to the EU and will ensure that The THINK! campaign will continue to
businesses and citizens are aware of new reduce the behaviours that lead to road
arrangements, as well as highlighting the casualties, challenging the social norms
new opportunities that lie ahead. behind drink driving and tackling critical
issues such as speeding and mobile phone
The DVLA Online campaign will help drivers use among young men. The campaign
to access critical services more easily will also ensure that any greater uptake
and quickly – from getting a replacement of cycling and walking happens safely,
vehicle log book, to updating the address on encouraging behaviours that protect those
your driving licence – while the DVLA Vehicle most vulnerable on the road.
23OUR
PROFESSIONAL
STANDARDS
GCS continuously focuses on raising standards to ensure we remain a
world-class profession. We aim to lead the way in developing innovative
practices, adapting to the fast-paced, dynamic communication
landscape and consistently delivering high-quality results.
24Our Professional Standards
MODERN COMMUNICATION
OPERATING MODEL (MCOM)
Our operating model, MCOM2.0, provides INTERNAL COMMUNICATION EXTERNAL AFFAIRS
government departments with the proposed
structures, skills and capabilities that a high- Helen Card Alex Oakes
performing communications directorate
or team must have and puts audience Deputy Head of Civil Service Head of External Affairs, Department for
understanding at the heart of policy and Communication, Cabinet Office Business, Energy and Industrial Strategy
service design. Here, colleagues from across
GCS share their experiences of working in the “In the last 12 months, we have had “Over the last year, our team has focused on
various disciplines: to completely change the way we building relationships with influential partners,
communicate: our preference of face- such as UK Hospitality, to increase our reach
to-face communication is no longer an when communicating COVID restrictions,
option. It has been challenging, however support and guidance to businesses.
new initiatives such as online conferences We worked with policy officials to set up
and live Q&As have paid off: the 2020 roundtables and a consultation as part of
People Survey saw an increase across all developing the COVID-secure guidance,
engagement indicators.” and secured 25 supportive quotes to publish
alongside its launch.”
25Our Professional Standards
MARKETING MEDIA STRATEGIC COMMUNICATION
Elspeth Groundwater Dan Allen Bethany Teo
Campaign Lead, Department Senior Press Officer, HMRC Senior Strategic Communication Manager,
for Education Department for International Trade
“This year, our role has focused on getting
“Working on the Back to School campaign vital information on COVID support schemes “Helping UK and EU businesses get to grips
was incredibly challenging but equally to a wide audience, with emphasis on with new post-Brexit rules and harness the
rewarding, and showcased the importance clarifying what is available when, as opportunities of the new global trading
of collaborative working across departments. circumstances of the pandemic change. environment has been hugely important.
Campaign activity used low-cost and no- We have used a variety of approaches for Driven by insight, we’ve delivered UK and EU
cost methods, social media and paid-for this: from working with TV presenters such as business-facing campaigns to help traders
and influencer advertising. By focusing Martin Lewis, to briefing regional journalists on understand new tariffs and trade agreements,
our messaging to achieve positive shifts in statistics showing how the government has supported by a huge range of broad reach
attitude, around 25% of parents and young supported their communities.” and targeted communication, such as live
people who saw the campaign said it webinars with nearly 10,000 attendees and
influenced their decision to go back.” case studies with our export champions.”
Did you know?
There are 12 essential practices where
all government communicators must
build capability and skills, whether
you’re working in Marketing or External
Affairs. Make sure you know them by
revisiting MCOM2.0.
26Our Professional Standards
FUNCTIONAL STANDARD:
UPHOLDING EXCELLENT
COMMUNICATION
In August 2019, the Government
Communication Functional Standard
was published to set clear, measurable
expectations for the management and
practice of government communication.
Within the standard,
we can learn about
the principles at the
Government Functional Standard
GovS 011: Communication heart of all government
communication,
ranging from the
campaign life cycle
to the principles of all
Version: 1.0
Status: Approved for internal government trial
Date issued: 16 September 2019
MCOM communication
functions.
27Our Professional Standards
To read the Functional Standard in full and
How should I use the Functional Standard? learn more about all our communication
practices, visit the GCS website.
The standard contains 12 7. Communication in an emergency
communication practice principles, or crisis – ensuring the timely
which are the basis for all our work. flow of reliable, accurate and Do you know your
These are: relevant information during a crisis Functional Standard
situation. principles?
1. Strategic communication – setting,
8. Partnership marketing – providing
co-ordinating and guiding the
a cost-effective way to reach Test yourself!
development and implementation of
audiences and increase our
an activity in the right time frame. • Who is responsible for
impact.
2. Marketing – using cross-channel all commercial activity for
9. Capability and capacity –
communication activity to influence government communication?
balancing the supply and
behaviour change. • What does CORE stand for?
demand for communication
3. Media relations – explaining • What are the four elements of a
resources, including people and
governmental activity to media crisis communication plan?
facilities.
partners to create public
10. Brand – complying with HM
understanding and build trust.
Government identity guidelines
4. External affairs – building and
safely and professionally.
maintaining relationships with external
11. Writing style – making sure our
stakeholders.
communication is clear, concise
5. Internal communication – informing
and consistent.
and engaging employees in a way
12. Learning from experience –
that maximises their performance.
evaluating our work to avoid
6. Behaviour change – identifying
repeating mistakes and develop
barriers to desired behaviours and
improved practice.
how to address them.
28Our Professional Standards
GCS CURRICULUM
Alex Aiken, Executive Director, What sort of training will
Government Communication: be on offer? How can I get involved?
“
In 2020, GCS ran 106 courses with 3,000 Visit the GCS website to start planning
training places. The GCS Curriculum will your learning and development
The skills we go much further, aligning with the newly- journey and set personal
need as public sector established Government Curriculum and development goals for 2021.
communicators are rapidly Skills Unit, providing:
changing… To future-proof
• training in all communication disciplines
our expertise, we need to to suit all levels, with learning journeys and
constantly reinvent and subject matter differentiated by grade
upskill ourselves to use • new courses within existing disciplines,
including ‘Storytelling’, ’Understanding
emerging technologies and Presenting Data’, ‘The Anatomy of
and adapt our practice.” an Ad’ and many more
• a brand new Learning Management
Platform which will be hosted on the
In April, we are extremely pleased to be GCS website
launching the GCS Curriculum, which will • a dedicated online space to record
provide training for each MCOM discipline progress, assess standards (through
and contain options for communicators everything from draft OASIS plans
at all levels. This brand-new training to multiple-choice quizzes), and
and development offer will include deliver accreditation
recorded masterclasses from Directors of • a new Curriculum and Standards Board
Communication, recommended reading which will uphold excellence and hold
lists and end of unit assessments. Each GCS to account to make sure that
completed course will give you a certain everyone is learning and developing
number of ‘points’, which will go towards
the total points you should aim to reach
each year.
29Our Professional Standards
HARNESSING THE POWER
OF BEHAVIOURAL SCIENCE
We apply a behavioural approach to all our
communication strategies and campaign
planning, using analytical techniques and
frameworks such as the COM-B (Capability,
Opportunity, Motivation, Behaviour) model Capability
and Theories of Change.
Having the knowledge,
The GCS Behavioural Science Team formally awareness, and skills to do it
launched in 2019 to better support teams to
harness the power of behavioural science.
The team provides bespoke advice to
communicators on campaigns across
government, helping to approach problems
with a behavioural lens.
Motivation
Wanting to do it, or believing Behaviour
As part of this, the team published a new you should do it
behavioural science guide, The Principles
of Behaviour Change Communication, at
the start of 2021. This new approach brings
together rigorous academic research and
existing best practice, as well as providing
detailed case studies and a worked example Opportunity I wear a face
to illustrate how to apply behavioural covering
principles throughout the OASIS campaign External factors to protect
enable you to do it strangers.
planning process.
30Our Professional Standards
Last year, the team also produced over faced with danger and risk. This gave
70 original papers on almost all behavioural communicators a simple and intuitive Did you know?
aspects of COVID-19, with particular focus theoretical basis for understanding how the
on identifying barriers to compliance, and public respond to ‘threat’ messages, which The team’s new Principles of
understanding how people behave when has been applied across national and local Behaviour Change Communication
campaign assets. offers a handy checklist for each
stage of the campaign planning
ENGLAND LOCKDOWN For example, it helped to put an process to use when planning any
STAY AT HOME
THE NEW VARIANT OF CORONAVIRUS IS SPREADING FAST.
understanding of human behaviour at the
heart of the Stay At Home campaign and
communication, big or small. Find all
their advice on the GCS website.
WE ALL NEED TO PLAY OUR PART TO STOP THE SPREAD.
LEAVING HOME
You must not leave, or be outside of your
home or garden, except for a very limited
WORK AND BUSINESS
Everyone must work from home unless they
are unable to do so.
WEDDINGS AND FUNERALS
Funerals of up to 30 people permitted.
Weddings up to 6 people permitted in
exceptional circumstances. Wakes and
contributed to its success: messaging in
January 2021 reached 91% of all UK adults,
set of exemptions e.g. to shop for basic
necessities, exercise, go to work if you other linked ceremonial events of up to 6
cannot do so from home, or to escape EDUCATION permitted.
risk of harm.
Early years settings open. Primary and PLACES OF WORSHIP
MEETING OTHERS secondary schools and colleges move to
remote provision except for vulnerable Places of worship can remain open and
with 87% of adults supporting rules for
children and children of critical workers. communal worship is permitted, but you
You cannot leave your home to meet
Most university students to move to must not mix with those outside your
socially with anyone, except with your
remote learning. household or support bubble.
household or support bubble (if eligible to
form one). Stay 2 metres apart from anyone
TRAVELLING
The Principles of Behaviour
not in your household or support bubble.
LEISURE AND SPORTING FACILITIES
keeping socially distanced from one another.
You must stay at home. If you do leave
EXERCISE Closed, with limited exceptions. home for a very limited set of exemptions,
you should stay local in the village, town,
Change Communications
You may exercise on your own, with your or part of the city where you live where
household or support bubble, or with one ACCOMMODATION possible. Do not travel abroad unless an
person from another household (when on exemption applies.
your own). Stay 2 metres apart from anyone Closed, with limited exceptions.
not in your household or support bubble. CLINICALLY EXTREMELY VULNERABLE
BARS, PUBS AND RESTAURANTS PERSONAL CARE Shielding reintroduced across England. You
should not travel to work, school, college
Hospitality closed aside from sales by Closed. or university and should limit the time you
This year, the team will continue to lend their
takeaway (until 11pm), click-and-collect, spend outside the home. You should only
drive-through or delivery. Alcohol cannot go out for medical appointments, exercise
be purchased through takeaway or ENTERTAINMENT or if it is essential.
click-and-collect from hospitality venues.
Closed. CARE HOME VISITS
RETAIL
expertise to a range of priority campaigns
Visits can take place with arrangements
OVERNIGHT STAYS such as substantial screens, visiting pods, or
Essential shops can open. Non-essential behind windows. Close-contact indoor visits
retail must close and can only run click-and- are not allowed. No visits will be permitted
You must not stay overnight away from
collect and delivery. in the event of an outbreak but end of life
home. Limited exceptions apply e.g. to stay
with your support bubble. visits are permitted in all circumstances.
For more information go to:
gov.uk/coronavirus – from countering child sexual abuse and
exploitation, to public sector recruitment – to
ensure that we achieve the best possible
results across government communication.
31Our Professional Standards
DIGITAL INNOVATION DRIVEN BY DATA
The COVID-19 crisis has meant that digital • The new GOV.UK/ask service has offered GCS has always put data and evaluation
media has become more important than an unprecedented opportunity for citizens at the heart of communication planning.
ever. In an age of disinformation, it is vital to engage directly with ministers at The GCS Benchmarking Database, a post-
that we can reach our audiences directly. daily press conferences. This service was campaign library created by our media buying
Over the past year: created in just five days, has facilitated partner OmniGOV, supports analysis across the
over 560,000 questions from the public entire media buying framework. We now hold
• GCS has built a WhatsApp Chatbot tool since its launch and has been used to data on some 250 government campaigns
to minimise opportunities for COVID-19 inform a wide range of policy areas. since 2017: insight that is integral for delivering
messages to become diluted or distorted. successful campaigns and continuing to
The service was accessed by more than • Government advertising has returned to ensure public money is spent wisely.
375,000 unique users, with more than YouTube after a three-year hiatus, resulting
3 million messages sent and received on in increased reach for government
the platform. campaigns, from NHS organ donation
Test yourself…
to teacher recruitment, while remaining
100% brand safe – helped by the new
The GCS Smart Targets tool gives
GCS SAFE Framework.
Launched in September 2020, the you access to information from the
GCS SAFE framework sets GCS Benchmarking Database to set
out standards and core principles smarter targets for campaigns.
for digital brand safety to ensure
government advertising appears
online in safe, credible and reputable
environments. This will protect the
HM Government brand and make sure
that government messages continue
to be trusted by the public.
32Our Professional Standards
DELIVERING LOCALLY
GCS Local is a regionally-based team
which specialises in recruiting and account David Holdstock, Director of Communication at MHCLG, is seconded from
managing local partners and stakeholders. his post at the Local Government Association. He reflects on his experience and
Last year, the team’s work to engage all suggests three lessons that can be applied to our work.
343 local authorities across England was
1. Effective, joined-up communication
crucial in providing communication to
tackle COVID-19 and to promote Transition “By working consistently and closely across the public sector, whether with councils,
changes. The team also produced over government departments or arm’s length bodies, we can continue to improve our
100 pieces of high-quality content to help communication. I am struck by the high-quality communication work that has been
SMEs understand rules and access COVID-19 delivered across the public sector during the pandemic, but there is always more
business support schemes. These featured that can be done. An example of this in practice is the work councils have done to
a range of employers: from Belfast Zoo, to encourage vaccine take-up in particular communities to support wider government
a leisure centre in Wigan, to a restaurant in messaging.”
Glasgow, to Wales’ oldest LGBT pub.
2. Making national priorities local priorities
This year, GCS Local will continue to forge “COVID-19 has highlighted the wealth of connections that councils have with their local
closer relationships with local and regional area and people, for example through the use of community champions. Government
partners. It will develop a more formal account communicators should ensure that these resources are used to their full extent to
management system to build on lessons learnt translate national priorities into local ones.”
throughout the COVID-19 period, and create
3. Learning from one another
new relationships with regional employers.
“Finally, we can all learn from other parts
of our industry. I’ve already learnt a lot
from my time in central government, and
would recommend that GCS colleagues
spend time in a council communication
team and vice versa, to truly understand
the differences between Whitehall and
local government.”
33Our Professional Standards
WORKING GLOBALLY
World-leading expertise Setting global standards for Tackling global issues
best practice
Working to priorities set by the Foreign, We will continue to lead international
Commonwealth and Development We are working with the Organisation for campaigns which tackle global issues.
Office, GCS International (GCSI) uses Economic Co-operation and Development Last year, our successes included:
communication to help solve problems (OECD) on a communications project
facing our international partners and to set global standards for government • Building public resilience against
developing nations. Communication communication. By surveying over misinformation. Our Stop the Spread
professionals from across UK government 60 countries across the world, we are building campaign, in partnership with the
departments and our network of embassies a comprehensive database of evidence, World Health Organization and BBC
and high commissions provide strategic good practices and lessons learned. In the World Service, enabled 75 million
advice on how communication interventions near future, this global evidence base will be people to be better protected against
can help international governments better a valuable resource to help countries across misinformation. We also partnered with
communicate with their citizens – dealing the globe tackle international challenges, the University of Cambridge to build
with issues ranging from girls’ education to such as COVID-19. the GoViral! game, ‘inoculating’ 59,800
COVID-19 to attracting foreign investment to people against misinformation with a
grow nations’ economies. further 270,000 website visits.
34Our Professional Standards
• Mobilising for equitable access to
vaccines, treatments and diagnostics. Did you know?
We led the One19 campaign for
equitable access, building a coalition GCSI shared lessons learned from the
of eight strategic campaign partners COVID-19 response with government
– WHO, CEPI, GAVI, FIND, Global Fund, communicators from 15 countries
Unitaid, WellcomeTrust, and the Bill and through a series of webinars – how
Melinda Gates Foundation. do you share lessons learned within
your team? Find out more about
• Raising state-led climate ambition. GCSI’s work on the GCS website.
Our One Year To Go campaign
encouraged an increase in state-led
climate ambition ahead of the Climate
Ambition Summit in December 2020.
The summit saw 45 countries speak
about more ambitious Nationally
Determined Contributions.
35Our Professional Standards
FINAL WORD FROM ALEX CHISHOLM
I am immensely proud of the work that and in agencies – have worked tirelessly to which will ensure we deliver the best and
the Government Communication Service ensure the public had the information they most efficient service possible for the
(GCS) undertakes to help improve the needed to stay informed and safe, all while public, and guarantee that all colleagues
lives of people across all four nations and dealing with the effects of the pandemic on are rewarded for their successes and fulfil
internationally. their own lives. their potential.
GCS continues to demonstrate its This dedication is one of the many reasons I am proud to call the members of the GCS
commitment to world-class professional that GCS remains one of the shining lights professional community my colleagues.
standards as it supports ministerial priorities of the UK Civil Service and why our public With the development of the Civil Service
across government and the efficient delivery service often tops global rankings and Reform and the lessons learned this year,
of our public services. remains an exemplar for public service I look forward to working together to explore
across the world. the ways in which we can become an even
This has rarely been more apparent than more modern and ambitious Civil Service.
over the last year, when we have faced Looking to the future, the ‘Reshaping’
some of the greatest challenges in a programme will allow GCS to build on its Alex Chisholm
generation. During this time, communication successes and become a more united,
has helped to save both lives and efficient and focused profession. This Chief Operating Officer for the Civil
livelihoods. Colleagues up and down the programme is taking place in the context of Service and Permanent Secretary
country – at the centre, across departments the wider Civil Service Reform programme, for the Cabinet Office
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