Lansons

scottish-widows

CASE STUDY

SCOTTISH WIDOWS:

Launching the annual Women and Pensions Report

Launching the annual Women and Pensions Report

Challenge

Launching the annual Women and Pensions Report

Advice

Scottish Widows challenged us to develop an idea around pensions provision that would set them apart from competitors and highlight the significant pension gap within the UK. Building on the success of the Scottish Widows Pensions Index that tracked the nation’s savings behaviour, we advised that we needed to identify

particular groups that were not saving adequately for retirement – ie women and the self employed. Therefore we advised the brand to develop a campaign around women and pensions savings that would play into the news agenda and support the overall brand strategy in targeting more women to save for retirement.

Ideas

We identified that women were struggling to save enough for retirement and were saving significantly less than men. This was due to a multitude of issues such as reliance on partners/husbands to fund their retirement, the impact of divorce and gaps in national insurance contributions following having children. Therefore we proposed launch an annual report that tracked the

savings behaviour of women vs men and highlighting the massive savings gap in the UK. This would also call on the Government to review pensions incentives to encourage more women to build up pensions in their own right and would integrate the media relations activity with public affairs to achieve these objectives.

Results

Over 5 years of running the report it generated 311 pieces of coverage including 31 pieces of national coverage.

It generated a total AVE of £579,450 and identified Scottish Widows on issues relating to women and pensions savings.

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