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UK Shared Prosperity Fund: branding and publicity (6)

Branding and publicity

6.1 Branding and publicity play a key role in ensuring effective promotion and acknowledgment of the wider Leveling Up agenda and as part of that the UK Shared Prosperity Fund.

6.2 The requirements relate to all communications materials and public facing documents relating to funded activity – including print and publications, through to digital and electronic materials. This includes any preparatory activity linked to the Fund.

6.3 We expect places to comply with these requirements and adhere to the guidelines as part of the delegated delivery model.

Leveling Up branding requirements

6.4 UK Government and Leveling Up advertising and branding requirements must be followed for all UK Government funded projects. This includes the UKSPF. The requirements cover a number of areas including logo use, production of plaques, print and digital materials, and also co-branding. Also explained are the bilingual requirements for Wales and how this should be implemented.

6.5 For the UKSPF, co-branding is only permitted with lead local authorities (or any strategic geography branding) or funders.

UK Shared Prosperity Fund specific requirements

6.6 In addition to following and meeting the Leveling Up requirements stated above, a number of additional requirements need to be followed by lead local authorities and project deliverers of UKSPF projects.

Digital materials including websites and social media

6.7 Digital channels can provide a quick way to reach audiences and promote Fund activities. Where details of Fund activities are published on website, a clear and prominent reference to the funding from the UKSPF is to be included as follows:

‘This project is [funded/part-funded] by the UK Government through the UK Shared Prosperity Fund.’

6.8 Where practical, lead local authorities and project deliverers should also include a link to the UK Shared Prosperity Fund webpage, and the following text (which must also be used for notes to editors):

The UK Shared Prosperity Fund is a central pillar of the UK government’s Leveling Up agenda and provides £2.6 billion of funding for local investment by March 2025. The Fund aims to improve pride in place and increase life chances across the UK investing in communities and place , supporting local business, and people and skills. For more information, visit https://www.gov.uk/government/publications/uk-shared-prosperity-fund-prospectus

6.9 When describing or promoting Fund activities on social media such as Twitter, the following hashtag (#) should be used #UKSPF. This will be re-tweetable by UK Government allowing others to follow Fund activities.

Press and media including press releases and notes to editors

6.10 A cost-effective way to promote Fund activities is through the media. It is good practice to develop press releases at the launch of activities, and subsequently to announce key milestones and achievements.

6.11 Press releases must include a clear and prominent reference to the UKSPF, in the main body of the press release as follows:

‘[This project/Name of project] have received £[INSERT AMOUNT] from the UK Government through the UK Shared Prosperity Fund’.

6.12 It is a requirement to also use set notes to editors in all media activities. The text to use has been provided above in the Digital Materials section.

6.13 We do not require sight of any branding and publicity activities undertaken by lead local authorities and project deliverers in the course of delivering Fund activities, but evidence of compliance with branding and publicity guidance should be retained for monitoring and audit purposes.

6.14 Please also ensure that you keep UK Government informed of any future publicity opportunities, via quarterly reporting to DLUHC.

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