As government rolls out tool to millions of citizens, the technology’s creator is working with comms professionals to spread the word to those that may face adoption barriers, PublicTechnology understands
The Government Digital Service has signed a six-figure deal with a major public relations firm to help create a “clear drumbeat” of messaging about the One Login platform.
On 27 August last year GDS entered into two-year engagement with Four Agency – a PR and marketing outfit which counts government as one its four core sectors of expertise.
Commercial documents indicate that the firm has been retained on a deal worth up to £670,000 – although it is understood that this amount is the maximum possible value, and not a committed spending figure.
The deal will serve as a “contract for a supplier who can provide active engagement around the benefits of the One Login programme”, according to the newly published contract-award notice.
Until 2026, “the successful supplier will maintain a clear drumbeat narrative that raises awareness, inspires confidence and enhances GDS’s reputation as a product orientated organisation steeped in digital, data and technology expertise” the document adds.
PublicTechnology understands that GDS, which developed One Login, intends that the messaging will be focused on trying to reach groups of users that are likely to face the most barriers or challenges in accessing One Login. The PR campaign aims to help individuals better understand the technology, and also elucidate its benefits – such as saving time.
One Login already has already been implemented by 50 individual government services, and more than four million people have created an account. The sign-in tool is intended to provide a single, ubiquitous replacement for what was previously a patchwork of almost 200 separate accounts systems used across government.
All departments are required to set out their adoption plan and begin the process of deployment by March of this year – which is the formal delivery date for the programme, according to government major projects data. The overall cost of delivering the project is stated as £305m, for which government projects to achieve benefits adding up to £1.75bn.
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By the end of 2025, GDS parent agency the Department for Science, Innovation and Technology plans to drive up adoption to 100 services across government – with tens of millions users ultimately hoped to sign up over the coming months and years.
To deliver marketing activity to support this rollout, Four won the contract with GDS having taken part in an open procurement competition which assessed bidders in areas including value for money, delivery timescales, and technical expertise.
In response to enquiries from PublicTechnology, a spokesperson for the company said: “We are proud to be collaborating with the team at GOV.UK One Login on this important work which is focused on inclusion, engagement and on co-creation with key stakeholders. This is an exciting area of transformation and exactly the type of work we have deep experience in delivering.”
In addition to its London headquarters, Four also has offices in Sheffield, Cardiff and Aberystwyth, as well as locations in Abu Dhabi, Dubai, and Riyadh.
According to the firm’s accounts for the 2023 calendar year, Four generated £61.6m in revenue during year and had 288 employees as of the start of 2024.
Online procurement records indicate that the company’s other recent public-sector contract wins include deals with Essex County Council, the Pensions Regulator, and the Department for Environment, Food and Rural Affairs.
