PLSA: How to get behind the Pay Your Pension Some Attention campaign

The Pensions and Lifetime Savings Association (PLSA) and the Association of British Insurers (ABI) are proud to have launched a new, nationwide saver engagement campaign, uniting the industry behind a single message, urging savers to ‘Pay Your Pension Some Attention.’ And we want financial advisers to join in.

Running from Pensions Awareness Week in September through to Talk Money Week in November, the success of the campaign hinges on a collaborative effort from across the financial services sector.

Backed by some of the best-known brands in the pensions industry, we want to reach people we don’t normally reach and empower them to understand what pension saving they might have, how easy it is to keep track of, and how powerful pension saving is in giving people choice and freedom when they retire.

That’s why we went to an unexpected source and challenged them to produce a new track and accompanying video.

Pensions rap

Grime artist and Bafta award-winning TV personality Big Zuu’s lyrics encourage listeners to ‘ask questions’, ‘make connections’ and think about ‘future intentions.’ We hope it offers a refreshing and catchy take on pensions to show they are relevant to everyone.

Getting coverage beyond just the personal finance pages requires us to make a big noise with something different

The attention-grabbing song directs people to Pensionattention.co.uk for basic information on how pensions work, including how everything you save gets a boost from your employer and the tax man too.There’s also help with tasks such as tracking down forgotten pensions from previous jobs.

We know the track will not be to everyone’s musical tastes, but we expect it to have the power to generate conversations in the home and among friends and family.

Zuu has recently started his own pensions engagement journey, tracking down pots from early jobs as a teenager in retail and hospitality, so he understands what people need to do to pick up the basics.

Pension finding

Nearly all working people (eight in 10 employees) in the UK have a workplace pension, yet many say they don’t know how to find information about these savings. The Pension Attention campaign urges everyone to take some simple steps to ensure they know where their money for their future is, and how they can keep track of it.

This is not about asking people to contribute more but about helping savers reconnect with their pensions and to feel good about having retirement savings. It’s a straight-forward message you can share with your clients, on social media and with your networks.

As people face difficult financial choices this autumn, it is more important than ever that they have confidence in their workplace pension and understand how to keep track of it. Pensions are not only for times of prosperity, and there will always be people dealing with difficult financial circumstances.

Get behind the campaign

We want everybody with an interest in improving pension outcomes to get behind the campaign, and supporting is easy – there are downloadable resources available via the partner page of the website. These include images for social media, logos and some guidelines for how to get involved.

Pension providers have planned lots of activity through the campaign season. Some have built dedicated landing pages to support campaign messages and encourage their members to log-in and make sure their details are up to date.

Others have published top tips articles to tell savers the easiest ways to pay your pension some attention. We’ve even seen the campaign logo on annual benefit statements, member communications and newspaper advertisements.

We want everybody with an interest in improving pension outcomes to get behind the campaign, and supporting is easy

We encourage you to get behind the campaign in whatever way they can, from sharing campaign materials on social media, to taking a selfie in front of a one of the digital billboards we’ll be running at train stations, there are any number of creative ways you can help.

Making pensions part of a wider conversation about lifestyle, and getting coverage beyond just the personal finance pages, requires us to make a big noise with something different.

The industry has a great opportunity to change people’s perceptions that pensions are difficult or boring and make a difference to people’s financial lives through better member engagement.


Joe Dabrowski is deputy director of policy at the Pensions and Lifetime Savings Association

Leave a Comment

Your email address will not be published.