Grabbing attention for the nation’s pensions

With over £19 billion in lost or forgotten pension pots, it’s clear that to reinvigorate public engagement we would need to do something truly different to grab attention.


The campaign had to create cut-through talkability to give people a real reason to engage. So we partnered with the grime artist and activist, Big Zuu, who wrote and recorded his own rap on the importance of engaging with pensions – a unique first for the industry – and combined this with a unifying call to action to “Pay your pension some attention.”

The campaign was activated with a full range of content through an always on media & newsroom knitting it into the fabric of culture to reach our audience in real-time, at key moments that matter.

The outcome: transformational engagement with media and increased public awareness.

Day 1

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