Reassuring and guiding the public through a significant and emotive change
We helped the Department for Work and Pensions (DWP) make sure thousands of people weren’t left out of pocket after some of the most significant changes to pensions in a generation.
People affected by the changes – those in a particular age group – needed to know what to do to make sure they received the best state pension possible on retirement.
Since many people weren’t affected by the changes, our awareness campaign needed to be reassuring and to stimulate action only if necessary.
It was rolled out nationally across a two-month period in national newspapers such as The Sun and the Daily Mail, regional newspapers and lifestyle magazines. Alongside the press campaign, radio adverts helped listeners work out whether or not they were affected and what action they should take.
One month after launch, the campaign was generating the highest public response of all government communications. Mori research confirms it provided the necessary cut-through for the public to make more considered and informed decisions on their pension futures.
The press advertising won the Daily Mirror advert award for highest engagement rates.