Story:
The Association of British Insurers (ABI), in collaboration with Gemma Collins and financial expert Iona Bain, launched the Pay Your Pension Some Attention campaign to shift the focus of Brits from beauty products to financial preparation for retirement. With 57% of Brits investing in anti-ageing products and only 23% preparing for later-life finances, the campaign aimed to close this gap by raising awareness about the importance of pension contributions through the engaging front of Gemma Collins.
Challenge:
- Low Pension Engagement: Only 13% of Brits increased their pension contributions in the last year, while 57% purchased anti-ageing products.
- Financial Confidence: Just 30% of UK adults have considered how they will afford retirement, and only 19% are confident they can maintain their lifestyle post-retirement.
Key Statistics:
- Beauty Over Finances: 57% of Brits prioritise anti-ageing products, while just 23% plan for their pensions.
- Limited Pension Contributions: Only 13% of adults increased their pension contributions last year.
- Lack of Retirement Planning: 70% of UK adults have not seriously considered how they will afford retirement.
Action:
- Campaign Launch: The campaign, fronted by Gemma Collins, utilised media appearances and social media to promote pension awareness. Gemma’s personal story of neglecting retirement planning made her relatable, encouraging others to act now.
- Media Engagement: Coverage spanned TV, radio, and online platforms, including BBC Essex, BBC Norfolk, and Sky News Radio, where Gemma discussed the importance of taking action to ensure financial security in later life.
Results:
- With limited time (starting from 0900 onwards) we were able to maximise output
- Media Hits: The campaign achieved 2,612 media opportunities, reaching a total audience of 1.33 billion.
- Public Engagement: Significant public interest was generated, with many Brits visiting the campaign’s website to reassess their pension contributions and plan for the future.
Key Takeaways:
- Pension Awareness: The campaign successfully highlighted the importance of pensions, encouraging a shift in priorities from short-term beauty products to long-term financial security.
