Scottish Widows Debuts Campaign to Highlight Pension Gap

Developed in partnership with creative agency Adam&EveDDB, the campaign will highlight the true extent of the disparity between men’s and women’s pensions and how it can be overcome.

In the run-up to International Women’s Day, life insurance and pensions firm Scottish Widows has launched an ‘industry-first tool’ to calculate the gender pension gap.

Adam&EveDDB planning director, Sarah Morning said, “So much evidence shows that life events impact women’s financial futures more significantly than men’s and yet most financial services communications are of the one-size-fits-all variety. It’s vital that women – and in particular younger women – are made aware of the risks and pitfalls they face and what they can do ahead of time to lessen those risks.”

Zenith UK planning director Anna Mere, said, “We’re really excited for this iteration of the IWD campaign, with the powerful message directed at the younger generation this year.”

“It marks a shift in focus for us, both with a different target audience as well as aiming to provide actionable insights with the Beat the Gap tool. We’ve done some brilliant work together to really understand where the gender pension gap starts to widen, and how we approach the new challenges, and can’t wait for others to see the data and take action themselves too,” Anna added.

Developed in partnership with creative agency Adam&EveDDB, the campaign will highlight the true extent of the disparity between men and women’s pensions and how it can be overcome.

By combining data from Scottish Widows’ annual Women & Retirement Report overlayed with ONS data on average incomes and working patterns, the tool will underpin wider International Women’s Day campaign, with media planning and buying handled by Zenith UK.