EXCLUSIVE: The U.K. will use "shock and awe" tactics based on behavioral science to spur businesses and the public to prepare for the end of the Brexit transition period. https://www.politico.eu/article/uk-government-preparing-shock-and-awe-brexit-media-campaign/">https://www.politico.eu/article/u...

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& #39;s communications plan. https://www.politico.eu/article/uk-government-preparing-shock-and-awe-brexit-media-campaign/">https://www.politico.eu/article/u...

The plan forms part of a £4.5 million advertising deal (unearthed through the @Tussell_UK government procurement database) with ad firm MullenLowe London - which has also been working on communications around the coronavirus pandemic. https://www.politico.eu/article/uk-government-preparing-shock-and-awe-brexit-media-campaign/">https://www.politico.eu/article/u...

Four publicity "bursts" are planned ...

July & August: "Nudge" or "shove" people to take action

September to November: "Shock and awe"

December & January: "Loss avoidance"

January 2021 onward: "new opportunities" https://www.politico.eu/article/uk-government-preparing-shock-and-awe-brexit-media-campaign/">https://www.politico.eu/article/u...

I reckon I shouldn& #39;t have tweeted this while the first football games since lockdown were going on https://www.politico.eu/article/uk-government-preparing-shock-and-awe-brexit-media-campaign/">https://www.politico.eu/article/u...