Brief Description: For years, millions of Britons had become used to receiving social security benefits and pensions through paper-based methods. However, the Government announced that from 2003, electronic payments would become the norm. This move, unprecedented in its scale and complexity, was met with widespread hostility. This paper shows how an integrated communications campaign neutralised the emotionally charged atmosphere, by providing a stream of straightforward, non-threatening information about the new scheme. After two years, 95% of claimants had switched to electronic payments, compared to 43% previously. Furthermore, over seven years, the campaign is estimated to have delivered an ROI of £29 per £1 spent; ---(TAGS)--- Full Title: Direct payment - giving it to you straight; Number: 2007/18; Brand: COI - Dept for Work & Pensions - Direct Payment; Client: COI/DWP; Product Category: Government Departments (Public service information campaigns); Agency: Miles Calcraft Briginshaw Duffy (MCBD); Author: Andy Nairn, Jamie Kenny; Prize Winners: Silver, Best Read (Adworks ref: Advertising Works 16)