Grabbing attention for the nation’s pensions

The campaign had to create cut-through talkability to give people a real reason to engage. So we partnered with the grime artist and activist, Big Zuu, who wrote and recorded his own rap on the importance of engaging with pensions – a unique first for the industry – and combined this with a unifying call to action to “Pay your pension some attention.”

The campaign was activated with a full range of content through an always on media & newsroom knitting it into the fabric of culture to reach our audience in real-time, at key moments that matter.

The outcome: transformational engagement with media and increased public awareness.