Objectives

  • Engage primary target audience of national, trade and consumer publications
  • Raise awareness on national scale around the report’s key findings
  • Spark debate on education and policy measures surrounding pension saving in the UK
  • Position Redington as a thought leader in the field of pensions and long-term investment
  • Further educate the public around the issue of saving for retirement

Strategy

  • Identify and distil key points of the 133 page report into digestible key messages. This included setting a national savings target at the centre of the communications strategy
  • Acted as a sounding board to Lord Hutton and Redington, while advising on the most impactful channels to deliver the key messages
  • Organised a successful media launch event where Lord Hutton addressed the national, investment and consumer press
  • Devised a campaign on social media, using the hashtag #TheAgeofResponsibility, which encouraged tweets and live interaction from the event
  • Engaged with press to ensure continued high-profile coverage in the period following publication

Results

  • 1Quality press exposure on a national scale, raising the profile of the report
  • 2Started a national conversation around UK pensions policy and reform, primarily through the positioning of the 15% savings target
  • 3Ensured Redington is seen as a thought leader and key commentator on the issue of national savings

What they said