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brexit ad

The UK government has today (13 July) launched a new advertising campaign preparing firms for a "new relationship" with the EU, ahead of the UK’s transition period ending on 31 December.

With the slogan ‘Check, change, go’, firms are urged to "get moving" and "seize new opportunities" while being directed to a government website.

This sets out two ‘actions you can take now that do not depend on [free trade] negotiations’. There is an emphasis on customs declarations, which have to be made regardless of a deal being struck with the EU:

From 1 January 2021 you will need to make customs declarations to move goods into and out of the EU. You should:

Addressing a need to "plan ahead" and check government guidelines for changes following Brexit, the ad calls on companies to "set our course as we transition to our new relationship" with the EU.

Reacting to the new campaign, IOE&IT director general Marco Forgione said:

“Whatever the details of the new customs arrangements, one thing is certain: companies will have to make declarations and keep appropriate records. All businesses that trade with EU and Northern Ireland should take advantage of the £50 million 100% training grants available and get their teams ready now.”

Ad on ITV tonight

The campaign, which also addresses consumer impacts, includes radio, billboards, digital and print, as well as SMS and webinars. To reach a mass market audience, a TV advertisement will debut tonight on ITV at 7.45pm during Coronation Street.

Created by ad agency MullenLowe, the campaign is timed nearly six months ahead of the end of the UK’s transition period on 31 December and follows last year's £100m ‘Get ready for Brexit’ activity.

In February, the government unveiled the "Ready to trade" campaign, led by the Department for International Trade, a day after the UK formally left the EU.

The 'check, change, go' campaigns is running as the UK continues negotiations with the EU on a free trade deal.