The Pensions and Lifetime Savings Association (PLSA) and Association of British Insurers’ (ABI) Pension Attention campaign, which aims to improve pension engagement in the UK, has launched today with the help of grime artist Big Zuu.

The campaign, which will run from September to November, has launched with a new website that calls on people to pay their pension some attention.

The associations will be collaborating with providers and schemes to raise awareness of pension planning for their customers and savers.

As part of the launch, the PLSA and ABI have teamed up with grime artist and TV cook, Big Zuu, who has produced a new pension-awareness inspired track and music video.

It urges people to ask questions and think about their future intentions regarding their pensions, and directs people to the Pensions Attention website for information on how pensions work and for help with tasks like tracking down pensions from previous jobs.

“Grime and pensions have never been mentioned in the same sentence before, I’ll tell you that for free,” said campaign ambassador, Big Zuu. “It sounds heavy but this matters to everyone – it’s time to pay your pension some attention.

“I have mates who are putting off thinking about the future, it’s hard with everything going on right now. But a bit of time spent on understanding pensions will help a lot in the future.

“If you get the right information and make the right steps, understanding your pension is really simple and it benefits you at the end of the day. It’s your money to take care of yourself in the future – that deserves some attention.”

Pension Attention campaigns manager, Sarah Cordey, noted that, in the current climate, it was more important than ever to help people making difficult financial decisions from a position of knowledge and understanding.

“This campaign isn’t about increasing contributions, it’s about increasing savers’ awareness and making them feel good about their pension,” she continued.

“We want people to feel empowered to track down their pensions and keep an eye on them, so they know how their money for their future is building up.”

ABI director of policy, long-term savings and protection, Yvonne Braun, described the collaboration between the pensions and Big Zuu as “unique and exciting” and a “sure-fire” way to get people to pay some attention to their pension.

“We’re delighted to have Big Zuu’s support in raising awareness, especially with an audience that may otherwise not want to think about their retirement,” she said.

“Now more than ever we need to help people engage with and understand their finances, and Big Zuu’s knack for cutting through the jargon will go a long way to help people think about their pension savings and consider their plans for their future.”

Following the news of the Queen's death, campaign activity relating to Pension Attention has been paused until the conclusion of the national period of mourning.

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