While millions of Brits are tracking steps, gym sessions and sleep cycles, many are overlooking their financial fitness. New research revealed that 19% of adults prioritise getting fit over saving for later life, with only 29% taking steps to organise their finances. To tackle the imbalance, Ross Kemp fronted the Pension Attention campaign, teaming up with financial coach Bola Sol to show how regular pension check-ins can be as routine as a workout.
Challenge
• Public awareness of pensions remains low, with many avoiding financial planning for later life
• Fitness is viewed as essential to wellbeing, while financial health is often ignored
• The campaign needed to make a complex subject simple and motivating
Key Statistics
• 2,186 broadcast opportunities nationwide
• 772 million total reach
• Over 330 Sky News Radio plays and strong coverage on LBC, TalkSPORT, GB News and BBC stations
• 37% made a health change last year compared to only 29% improving financial habits
Action
Ross Kemp brought humour and relatability to the subject, joining Bola Sol for a “pension workout” to reframe pensions as an act of strength and consistency. Broadcast coverage across Sky News Radio, LBC and TalkSPORT compared financial planning to training at the gym – small, steady actions that deliver long-term results. Listeners were encouraged to follow a simple three-step plan to “Stretch, Check and Work Out” their pensions.
Results
• 2,186 broadcast opportunities including extensive Sky News Radio plays
• 772 million reach
• Strong exposure on LBC and TalkSPORT reinforced message consistency
• High recall for the “Strengthen Your Pension” message across BBC and Bauer networks
Key Takeaways
• Framing finance through fitness made pensions accessible and memorable
• Combining celebrity storytelling with expert guidance drove engagement
• Consistent repetition across major networks built recognition and trust
