A "whopping" 85 per cent of those who saw the pension awareness campaign from the Pensions and Lifetime Savings Association (PLSA) and the Association of British Insurers (ABI) took action as a result, post-campaign surveys have revealed.

This means that more than 3.5 million employees were inspired to pay their pension some attention in the campaign's second year.

Among them, 51 per cent accessed their pension account, 44 per cent consulted family, and 40 per cent sought pension information.

Backed by 13 providers from across the pensions industry, the PLSA and ABI launched year two of the campaign, with the help of TV presenter, broadcaster and childhood favourite, Timmy Mallett, in September 2023.

Enlisting the support of Mallett’s Mallet and Pinky Punky, the campaign used a gameshow format to direct the public to Pensionattention.co.uk to find out how they can do ‘The Pensions Playback', which helped savers to identify where they are on their pensions journey, and what they need to do next.

Speaking to Pensions Age about the impact of the campaign, PLSA deputy director of policy, Joe Dabrowski, commented: Providing a dose of nostalgia, Timmy’s presence prompted viewers to wonder, “have I put off pension planning all these years?

"Timmy reached millions through social media channels, digital billboards and radio ads on 80s and 90s stations.

“But where the campaign could be found was not as important as how it impacted behaviour.

“Another enjoyable year highlighted the collaboration’s value in unifying the industry. The collaboration with Pension Geeks and National Pension Tracing Day also amplified the campaign's message.

“The campaign is made possible thanks to the instrumental support of our sponsors. Next year, we’re looking to make an even bigger impact.”

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