PLSA and ABI capture nostalgia with Timmy Mallett campaign

The Pensions and Lifetime Savings Association (PLSA) and Association of British Insurers (ABI) have captured the nation’s nostalgia in their new #PensionAttention campaign.

Public figure Timmy Mallett is taking Brits back to his popular 80s and 90s gameshow to boost the public’s understanding and engagement with their pension, asking them to “pay your pension some attention.”

The powerful emotion of nostalgia is designed to engage the public in thinking about their current and past pensions, said Hetty Hughes, manager, long term savings policy at ABI.

Joe Dabrowski, deputy director of policy at PLSA, said: “As an industry, we have an important role in lifting savers’ understanding and confidence of their pensions.

“By coming together under a single, brand-agnostic umbrella to promote simple and memorable messages, we can build on the success of last year’s campaign and continue to increase saver engagement in pensions,” said Dabrowski.

The video invites the public to go to www.pensionattention.co.uk to discover how they can do “The Pensions Playback” in three simple steps.

The revitalised gameshow – The Nostalgia Show – is the second iteration of the #PensionAttention campaign and builds on the success of UK Grime star Big Zuu’s 2022 campaign.

The campaign follows research by the Pensions Policy Institute that says £26.6 billion is currently sat in lost pensions within the UK.