It’s time to get ready. At least that’s the message behind a new £100m (€111m) UK government public-information campaign that kicks off today aimed at preparing Brits for a no-deal Brexit. The campaign, which reportedly marks the biggest government advert push since the Second World War, will include billboards, TV adverts and a shiny new website, all pushing the infuriatingly vague slogan “Get ready”.
Now this campaign could go either one of two ways. The first option would see the so-called information campaign dressing up a no-deal Brexit as a no-big-deal operation, minimising risk and addressing only the most insipid of concerns (think questions about driving abroad and queue lengths in airports). So the whole thing would be, in effect, useless. The second option would see the government get serious about warning Brits about how to prepare for real consequences, which could include, according to leaked official papers, shortages of medicines, food and fuel, as well as a recession and even civil unrest. But with just more than eight weeks left until 31 October, the current deadline when the UK is set to leave the EU, it’s hard to fathom how any business or individual could adequately guard prepare – no matter how much money was spent on billboards.