Well-known bosses including stars of BBC’s Dragons’ Den and The Apprentice, Theo Paphitis and Karren Brady are featuring in a new advertising campaign to raise awareness of the biggest change in pensions for more than 100 years.

The Government’s major “automatic enrolment” programme, being introduced from October, aims to get up to 11 million more people saving in a workplace pension by 2018.

These latest advertisements are part of the Government’s awareness campaign, which encourages people being auto-enrolled by their employers into a pension to respond positively and remain in a scheme.

The adverts run from Monday September 17 until mid-October across TV, radio, print and online media, and feature employers – like Theo and Karren – backing automatic enrolment and saying “I’m in”.

Steve Webb, Pensions Minister, said: “I’m delighted that well-known bosses have taken part in our latest awareness campaign, and back the biggest change in pensions for over a century – automatic enrolment.

“People should know that all they need to do is look out for a letter from their employer, and if they do nothing and stay “in” they are effectively getting a pay rise.”

The Department for Work and Pensions (DWP) expects that around two-thirds of individuals will say “I’m in”, and remain saving in a workplace pension. Just 9% in a DWP survey said they would definitely “opt out” and choose not to take part.

This new campaign will see adverts running on ITV, Channel 4, Sky, Channel 5, commercial radio stations and online, as well as print advertisements across the national press, key magazines and the business and trade press. Different types of print advertisements with specific messages will target individuals and employers.