The Pensions and Lifetime Savings Association (PLSA) and the Association of British Insurers (ABI) have once again joined forces to launch year two of the Pension Attention campaign this September.

The campaign, which encourages savers to 'pay their pension some attention', initially launched last year with the help of an original track from grime artist Big Zuu.

Early results from the campaign revealed some "broad success" in its first year, revealing that 19 per cent of people recalled the campaign and, of those, 91 per cent took action with their pension.

Backed by 13 providers from across the pensions industry, year two of the three-year campaign is set to go beyond awareness, to drive action and inspiring behaviour changes among hard to reach 30–55-year-olds.

Whilst further details are yet to be shared, it is expected that the campaign will have a new figurehead in time for the September launch.

Commenting on the plans, ABI manager in the long-term savings team, Hetty Hughes, stated: “Our Pay Your Pension Some Attention campaign was the first of its kind, uniting pension providers across the sector in the joint mission to make people more aware, and even excited, about their pensions.

"Last year we proved being bold works, and we can’t wait to reveal the campaign’s new face for 2023.”

PLSA deputy director, policy, Joe Dabrowski, added: “As people continue to face cost-of-living pressures, this campaign is not about asking people to increase their pension contributions.

"It’s about making pensions accessible to everybody, and helping savers’ confidence, understanding and awareness. We’re excited to reveal a pensions campaign unlike anything we’ve seen before.”

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