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The Department for Work and Pensions (DWP) is briefing direct

marketing agencies about a project to promote awareness of the

government's pensions reform.

The pitch, handled by COI Communications, is expected to take place next

month.

At least three agencies have been asked to present ideas for creating DM

which informs the public of the changes to pension arrangements caused

by the introduction of stakeholder pensions.

The DWP is keen to drive awareness among consumers about the need for

them to arrange their pensions and to explain the options available.

It will also tell employers that they could be fined unless they make

provisions.

Responsibility for pensions marketing became the remit of the DWP

following the post-general election reshuffle. Previous campaigns were

handled by the Department of Social Security.

Neither the COI nor DWP would comment on the pitch or name the agencies

involved. The budget for the campaign is unknown.

The agency pitch comes as the government faces growing criticism over

its communication of the changes to the pensions system.

Reports last week suggested that less than a quarter of the 400,000

employers legally required to offer stakeholder pensions have made the

necessary preparations. This is despite there being less than two months

to go until the October 8 deadline, and a high-profile ad campaign

created by Delaney Lund Knox Warren.

The Institute for Public Policy Research, has also attacked Labour's

pensions strategy, and said the government's plans are

"unravelling".

Jacqui Lait, the Conservative Party's shadow pensions minister, said

Labour's pension policies were "confused and unpopular".