The Pensions and Lifetime Savings Association (PLSA) and the Association of British Insurers (ABI) will team up again this September to call on the public to pay their pension some attention.
This year's campaign has been backed by 13 providers, and "aims to prompt action and inspire behaviour change among hard to reach 30-55 year olds".
Last year, 19 per cent of people who took part in a survey recalled the campaign and of those 91 per cent took action with their pension
The campaign launched last year with an original rap from grime artist Big Zuu and aims to take what the ABI and PLSA claims is an eye-catching and unexpected approach in year two of its three-year mission to boost understanding and engagement in pensions.
It is a cornerstone of pension engagement season, using public relations, digital, social and out-of-home tactics; exact details are yet to be revealed and schemes are being urged to download logo packs from the pensionattention website, there is also a form on that page for anyone interested to sign up for weekly updates from the campaign team.
Hetty Hughes, manager, long-term savings at the ABI, said: “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.”
Joe Dabrowski, deputy director, policy at the PLSA, said: “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.”
