The Pensions and Lifetime Savings Association (PLSA) and the Association of British Insurers (ABI) are teaming up again this September to raise awareness and engagement in pensions through another #pensionattention campaign.
The integrated campaign, supported by 13 providers, employs a variety of strategies, including public relations, digital, social, and out-of-home initiatives, to encourage behaviour change among customers between the ages of 30 and 55.
According to PLSA, last year’s campaign which feature grime artist Big Zuu, caught the attention of 19 per cent of the target audience with 91 per cent of them taking action.
ABI long-term savings manager Hetty Hughes says: “Our Pay Your Pension Some Attention campaign was the first of its kind, uniting pension providers across the sector in the joint mission to make people more aware, and even excited, about their pensions. Last year we proved being bold works, and we can’t wait to reveal the campaign’s new face for 2023.”
PLSA deputy director Joe Dabrowski says: “As people continue to face cost of living pressures, this campaign is not about asking people to increase their pension contributions. It’s about making pensions accessible to everybody, and helping savers’ confidence, understanding and awareness. We’re excited to reveal a pensions campaign unlike anything we’ve seen before.”
