+UPDATE+

From September UK govt has already booked a massive advertising campaign to “shock & awe” UK public into “Brexit action”.

Insiders believe this may be biggest public campaign in history.

Project to continue into 2021 in attempt to “shift peoples’ mindsets” to Brexit.

2/

Some info on this “shock and awe” campaign already drifting into public media.

Insiders believe behavioural science plus “overwhelming presence across all platforms” necessary to get Britons to focus. Creation of “war-like response” attempted. https://www.politico.eu/article/uk-government-preparing-shock-and-awe-brexit-media-campaign/

3/

The UK govt focus groups showed that:

“Leave voters are the least likely to prepare as they don’t believe there are any negative consequences to Brexit”

And so UK govt believes more powerful messages needs than last years campaign.

4/

Previous Brexit campaign was deemed to have had serious flaws - a lot of ads were placed on podcasts or were deemed “vague”.

The autumn campaign will aim to hit larger segment of population that weren’t covered last time and be “powerful enough to elicit action”.

6/

Brexit campaign on “independence” and “capability” of country and citizens.

Campaign from autumn to emphasize these 2 focus points with “nudge & behavioural science” to “trigger individual action”.

7/

The “get ready for Brexit” campaign from last year was deemed “too passive”. New campaign to focus on how you can “make a success of Brexit”.

Campaign may last well into 2021 & potentially beyond with “non governmental” channels to be used “as trust in govt information low”.