SCOTTISH WIDOWS

A man's pension pot is on average over 30% larger than a woman’s. Worth £113,000 more. So with Scottish Widows, we wanted to get women thinking about their pensions. There's plenty of info out there, but it's often not made particularly relevant, or interesting, and life's just too busy to make time for it. So instead of the usual financial information, we decided to spark conversation by subverting a highly relevant cultural theme...

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We live in a society obsessed with looking younger. Fuelled by millions of beauty influencers sharing their tips and tricks to stay young-looking.​ But forget the usual #GRWM, we worked with influencers to create Get Pension Ready With Me films instead – so while people tuned in to watch their fave influencers share beauty tricks for turning the clock backwards, we helped them turn it forwards for once, to look their financial future in the face.

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Putting them at the heart of the idea helped dramatize the issue, normalise the solution (“if they’re prepared to turn the clock forward so am I”), and make something that wasn’t on their radar before, firmly on it now. Thousands of women tuned in to our #GPRWMs, and started not only thinking about their future, but doing something about it too, with Scottish Widows