Pension Attention

What is Pension Attention all about?

Pension Attention is an award-winning national campaign coordinated by the Association of British Insurers (ABI) and the Pensions UK. The campaign's main aim is to encourage Brits to engage with their pensions. This year marks the fourth consecutive year we've been entrusted with managing this important initiative, following a successful campaign last year that featured TV personality and social media queen herself, Gemma 'the GC' Collins.

How has Faye Levi Marketing helped?

Faye Levi Marketing was invited back to manage the Pension Attention campaign in 2026, thanks to our understanding of the stakeholders and strategy involved, and our experience in coordinating this large-scale, multi-channel campaign. Last year, we worked with the incomparable BAFTA winning actor, Ross Kemp and financial expert Bola Sol to bring a fresh and relatable angle to the campaign, enhancing its reach and impact.

Our role encompassed:

Stakeholder Management: We facilitated smooth collaboration between the ABI, Pensions UK and 12 campaign sponsors. Our team provided the necessary resources, toolkits, and guidance to empower these sponsors, ensuring they could effectively amplify the campaign within their networks. Regular updates and communication were key, with weekly bulletins, monthly meetings, and responsive support.
Creative Direction and Brand Management: We oversaw the creation and delivery of campaign materials, acting as the bridge between the creative agency, Third City, and our clients. Our responsibility was to ensure that all creative outputs—from PR content to advertising formats—met the brief and were delivered on time. We also streamlined the feedback process, consolidating input to save time and maintain clarity.
Campaign Management: We coordinated all aspects of the campaign, from planning to execution. This included managing timelines, resources, and budgets, as well as chairing weekly meetings with the campaign team. Our focus was on ensuring that the campaign ran smoothly, with clear communication and efficient handling of any challenges or changes.

The Result

The 2025 Pension Attention campaign is already off to a strong start, generating over 600 media hits, thousands of social media engagements, and significant public discussion. The campaign has once again driven significant attention to pensions across the UK.

We're so proud of our work on this campaign, and the success it's seen so far.

"Faye is a real driving force in navigating this complex campaign and pushing us forward to exceed the ambitious goals we set ourselves. She is highly professional, fast, organised, confident working with people at all levels and did a fabulous job for us unsticking issues and keeping our campaign rolling. She's a pleasure to work with."

Mark Smith, Head of Media Relations, Pensions UK

“Faye and her team have a very deep understanding of our campaign and goes the extra mile to make sure the workload is as light as possible for our team. They communicate clearly, are highly personable and fun to work with.”

Helen Mitchell, Assistant Director, Head of Communications and Marketing, Association of British Insurers (ABI)

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Say hello!

We offer marketing support to organisations right here in Yorkshire, across the North East, North West and (thanks to the marvels of technology) the rest of the country. Drop us a line and we can have a chat about what you need.

Tel: 01845 591 171
Email: faye@fayelevi.com