Don’t sweat about the future.

Planning for retirement now could lead to some serious gains…
pension gains. Get financially fit for the future and pay your pension some attention.

Strengthen Your Pension campaign summary

The Pension Attention campaign is a coordinated annual industry campaign led by the ABI and Pensions UK to boost pensions awareness and engagement.

This year, we’re calling on the industry to help us achieve our greatest impact to date by rallying together around one shared mission: to inspire the nation to engage with their pension. We’re doing this by targeting consumers with a simple and clear educational message that guides them towards greater knowledge and greater action, with three simple steps:

Campaign duration

The campaign will run from 5 September to 27 October 2025. All content and materials supplied, apart from the Pay Your Pension Some Attention core brand logo and variation, are under embargo until 5 September.

Campaign goal

To encourage UK adults to give their pension some attention. This includes stretching their mind back to find lost pension savings, checking to see how much they have in their pension pot, and working out what they might need for the future.

Audience

The campaign aims to target all UK adults but with a focus on those aged between 35 and 55.

How you can get involved

From Friday 5 September, please share, amplify and support our collective mission through your own channels. To promote the campaign:

We would encourage you to direct your content and promotion of the campaign to the main site PensionAttention.co.uk – where our audiences can get involved, check out our content, and find useful resources and information
Use the range of digital resources provided on your social media channels, websites and any other digital channels that will reach a consumer audience
Use your internal communication channels such as email, intranet, newsletters as well as posters to communicate campaign messages
Have conversations with your customers and colleagues, letting them know about the importance of engaging with their pension and remind them about their existing pension benefits
If you have workplace clients, share this toolkit with them so they can get behind the campaign
Reshare the campaign’s social posts from Pension Attention’s Facebook, X, Instagram, TikTok, and LinkedIn using #PensionAttention

You can download the campaign supporter toolkit for more information. If you do support the campaign, we’d love to hear about it for our evaluation.

Please email: info@pensionattention.co.uk

Creative resources

The campaign offers a range of assets for supporters to use, including:

Social media assets

3 steps carousel - static Strengthen Your Pension logo - social

Poster artwork for employer comms

Campaign promotion poster

Logos, files, formats and usage guidelines

Hashtag lockup logos Primary logos PYPSA stakeholder resources & info pack Smaller space logo Straight text lockup logos Strengthen Your Pension logo Email banner

Our sponsors