The Association of British Insurers (ABI) and Pensions UK have launched the fourth Pension Attention campaign fronted by TV star Ross Kemp and pension trainer Bola Sol.
The newest campaign, titled ‘Strengthen your pension’, is based on research that nearly one in five (19%) of UK adults prioritise getting fit and healthy over saving for future life.
As a result, the campaign centres on the importance of financial health using a mix of financial health tips and workout-inspired humour, with Kemp calling on members to ‘gain pounds’ for the future and get their retirement plans in shape.
The campaign directs the public to pensionattention.co.uk, where Kemp and Bola guide users through three simple steps that they can take today to help your future self.
This includes ‘Stretch your mind back to any past employers or pensions,’ ‘Check your form by logging into your pensions to see how much you’ve got’ and ‘Work out how much you might need for the future.’
Mark Smith, spokesperson for the Pension Attention campaign said: “By teaming up with Ross Kemp and Bola Sol, we want to encourage the nation to focus on their pension saving just as much as they focus on their health and fitness goals,
“As an industry, we have an important role to play in helping UK adults understand their pensions. By coming together – under a single umbrella – with a simple, bold and memorable campaign, we can build on the successes of the past three years and increase saver engagement in pensions.”
The campaign’s core goal is to encourage people to take action now and engage with their retirement plans. As in previous years, it also calls on the wider pensions industry to “get in shape” by partnering with employers to promote the “pension fitness plan” and help colleagues become retirement ready.
The latest edition marks the fourth consecutive year the campaign has featured a TV star, following three award-winning campaigns with rapper Big Zuu, TV presenter Timmy Mallett, and reality star Gemma Collins.