[From Sheffield DPAC, with thanks]
This is a call out to all members and supporters regarding the DWP universal credit uncovered advertorials that are running in the Metro newspaper currently.
It has been confirmed by guardian journalist Aditya chakrabortty that the wrap-around advert will have cost at least £250,000 of public money. Yes that’s right you’re paying to be lied to by the department of work and pensions.
Mark Serwotka of the PCS Union has condemned the advertorials as government propaganda and we commend him for doing so. we share the National Union of journalists concerns that these advertorials are deliberately misleading and presented to appear as pieces of journalism we maintain that these articles reach advertising standards as they do not bear recognised branding from the department of work and pensions.
The first advertorial was a wrap around advert as well as a double page spread inside the Metro on 22nd May, our friends in the RMT/Unite and TSSA Unions gave us the heads up about the advert had appeared in the newspapers and our activists set to work.
With just a small number of people at widespread locations nationally, we emptied newspaper stands at train stations on buses and on trams in several towns and cities.
The second universal credit and covered advert appeared in the Metro newspaper on Wednesday the 29th of May.
We preempted that it would appear on the Wednesday and several activists went to the local train stations and bus stations as early as 6:30 or 7am and emptied the newspaper stands.
Some people had to make several trips with their mobility scooters emptying the stands using rucksacks and panniers bags to carry the papers.
Other people used sack trolleys to remove huge stacks of papers, and some used wheeled suitcases packed full of the metro and taken away while others grabbed armfuls and walked off with them.
We estimate that on the 29th of May our activists removed around 1% of papers from circulation this doesn’t sound a lot but when you look at that it equals in between 10 to 15000 copies it really is impactful; especially to other advertisers who will be losing money as a result.
There is a post on the DPAC Sheffield page that lists the companies who advertised in the Metro newspaper on the 29th of May alerting them that their adverts were seen by thousands less people than who would have if the Metro weren’t running the DWP universal credit adverts.
We are asking people to think twice before advertising in the Metro newspaper whilst they are running the DWP universal credit uncovered advertorials.
These advertorials are going to be running for a further 7-8 weeks in the Metro newspaper.
We are calling on people to join our campaign to dump Metro DWP lies on any day of the week
Yes, it’s important that we get the DWP lies off the shelves… but decreasing the circulation of the Metro newspaper 5 days a week rather than just one will make a bigger impact on as to whether the Metro does anything like this again!
If the Metro was a paid-for paper we would call for a boycott but it’s a free paper so let’s just dent them wherever we can.
Investigations have revealed that other newspapers were allegedly approached to run this advertorial and declined; which says a lot about the Metro!
Whether you remove 10 copies or 100 it all makes a difference.
With just a small number of people taking part in each town and city it soon adds up to big numbers and these numbers will make a difference when we act collectively!
Currently, as the first and second advertorials we run on a Wednesday, we are assuming that the ads will come out each Wednesday…But that doesn’t mean they’ll continue to be released on that schedule.
So we’re calling on our members and supporters keep an eye out on the early morning commute each day and alert as early as possible if you see a universal credit advertorial in the Metro.
Disabled people against cuts has an online network of tens of thousands of activists and supporters we can very quickly let people know and jump into action!
Take pictures of videos of removing the Metro newspaper from the stands and send them to DPAC by email on firstname.lastname@example.org or Twitter using the hashtag