Multi-Million Campaign Targets EU Nationals in UK

Government to spend £3.75 million on marketing campaign to get EU27 nationals to apply for settled status.

Billboard on the tube
A nationwide publicity campaign was launched by the Home Office on Monday in a bid to get three million-plus EU27 nationals to apply for settled status in the UK in order to preserve their existing rights after Brexit. 

Government campaign to register EU Nationals for settled status

The month-long, £3.75 million marketing campaign will feature posters at 6,000 sites across the country and - after the EU Settlement Scheme is opened up in full on March 30 - "eye-catching adverts" on TV, radio stations, social media and online.Saturday's roll-out of the scheme to all EU27 nationals in the UK follows trial runs of the application process in various parts of the country since August 2018, which have resulted in some 200,000 successfully applying already for settled status.Immigration Minister Caroline Nokes said, "It is my priority to make sure that EU citizens, who have built their lives here and who have contributed so much to our society, continue to feel welcome in the UK. "That is why I am launching this UK wide campaign, which will include billboards and radio advertising, so that everyone who is eligible knows how to apply and gets the status they need. "I want EU citizens to stay and to continue to call the UK their home and I would encourage all EU citizens to apply once the scheme goes live.”

Campaigns planned to support settlement scheme

After much criticism, the government scrapped plans in January to charge £65 for adults to register under the scheme, which is open to any EU national who has lived continuously in the UK for five years.People with less than five years’ residence can apply for pre-settled status, which can later be converted into full settled status. Applicants have to prove their identity, declare any criminal convictions and upload a photograph.Home Office staff check employment and benefits data to confirm proof of residence and all applications are run through UK criminal and security databases. The deadline for applying is June 30 2021, or 31 December 2020 if the UK leaves the EU without a deal.A government spokesman said, "To ensure the scheme is a success, the Home Office has boosted EU Settlement Scheme staff numbers to over 1,500, developed an entirely new case-working system and created a new resolution centre to resolve telephone, email and online queries.”The government is planning further campaigns over the next two years "to ensure EU citizens understand what they need to do".

£9 million funding committed

The Home Office said the advertising campaign had been extensively tested with EU citizens and, while the content of the adverts will be in English, said that translated guidance in all EEA languages would be available online."The campaign complements extensive engagement already undertaken by the Home Office, including online toolkits for employers, community organisations and local authorities to help these groups support EU citizens directly and prepare them for the application process" the Home Office added in a statement. "The department has also committed up to £9 million of funding to supporting voluntary and community sector organisations who can assist EU citizens who are vulnerable or at risk in making their application."Subscribe to Relocate Extra, our monthly newsletter, to get all the latest international assignments and global mobility news.Relocate’s new Global Mobility Toolkit provides free information, practical advice and support for HR, global mobility managers and global teams operating overseas.Global Mobility Toolkit download factsheets resource centreAccess hundreds of global services and suppliers in our Online Directory