The Pension Attention campaign is back for its fourth year, with a fitness-inspired advert fronted by TV star Ross Kemp and pension trainer Bola Sol, which is calling on Brits to ‘gain pounds’ for the future.

The campaign, which is led by the Association of British Insurers (ABI) and Pensions UK, focuses on a fitness theme this year, after research from the campaign group revealed that nearly one in five (19 per cent) UK adults prioritise getting fit and healthy over saving for later life.

The research showed that over the past 12 months, 37 per cent of Brits have made a healthy lifestyle change, such as changing their diet or improving their sleep, and 30% per cent have set a new health or fitness goal.

Yet, far fewer are taking action when it comes to financial health, as less than a third (29 per cent) have organised their finances for later life.

In fact, the campaign found that, on average, UK adults check their fitness progress more often than their pension balance, and they are more than twice as likely to track their daily steps and how many hours they’ve slept instead.

Given this, the campaign is inteded to help encourage the nation to act now and engage with their retirement plans, highlighting three simple steps savers can take today to help their future selves.

As in previous years, the campaign is also calling on the wider pensions industry to get in shape and support its goals, suggesting that, by working with employers, they can help promote the ‘pension fitness plan’ and get colleagues retirement ready.

Commenting on the launch, Kemp said: “A lot of us care about getting fit for the future – that’s why we hit the gym, eat better, and try to sleep more. But your pension is part of that too.

"With an easy three-step training plan, you could strengthen your pension and gain some serious pounds. Do your future self a favour and pay your pension some attention.”

Adding to this, Sol said: “Planning for retirement is a lot like getting fit: you can get the best results by starting early and sticking with it. Although people are enrolled in a workplace pension scheme, many lose track of old pots and don’t pay into them regularly.

"If you do one thing today, take some time to track down any pensions you may have paid into in previous jobs. For more information and our three-step pension training routine, visit the Pension Attention website.”

As well as backing from some of the most-recognised brands in the pensions industry, the campaign has also received support from Pensions Minister, Torsten Belll, who said: "Most people check their fitness apps more than their pension balance, but both are important for a healthy future.

“We’re ramping up the pace of our pension reforms to make saving easier and ensure you get the most from every pound you’ve saved. In the meantime, I encourage everyone to take a few minutes out of their day to check their pension and plan for their retirement.”

Adding to this, spokesperson for the campaign, Mark Smith, said:"“By teaming up with Ross Kemp and Bola Sol, we want to encourage the nation to focus on their pension saving just as much as they focus on their health and fitness goals.

“As an industry, we have an important role to play in helping UK adults understand their pensions. By coming together – under a single umbrella – with a simple, bold and memorable campaign, we can build on the successes of the past three years and increase saver engagement in pensions.”

This marks the fourth year of the campaign, with previous campaigns having been headed up by reality TV star, Gemma Collins, rapper and grime artist, Big Zuu and television presenter, Timmy Mallett.

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