Mr. John McKeon:

No, the proposal and the intention to have a communications campaign was the Department's. It has been in our fraud and error control strategy for some time now. All other administrations do such campaigns. It has been communicated to us before in this forum that we should do more to communicate about this matter. That was on the table.

The actual campaign was developed in a tender process by an external company. We have received feedback on the messaging which I have taken on board. I think we have learned from putting the word "cheat" beside "welfare".