Pension Attention

This year’s campaign, Strengthen Your Pension, uses the language of fitness and wellness to help employees take simple, practical steps to improve their retirement outcomes. Led by Ross Kemp and Bola Sol, the campaign shows that building a pension is easier than building muscle — but the results last a lifetime.

As an employer, with Fidelity, you play a vital role in bringing this message to life across workplaces. Our insight shows that members who regularly engage have five times more savings, make four times higher contributions and 60% higher financial confidence.

Pensions remain one of the most valued but least understood workplace benefits. While staff are quick to set health or fitness goals, many don’t set financial ones. The campaign helps employees to:

• Stretch back to find old or lost pensions.
• Check their form by logging into their account and updating details.
• Workout what they’ll need for retirement using trusted calculators.

By promoting the campaign internally, you can make it easier for your people to take these simple steps.

#PensionAttention was launched in 2022 as a co-ordinated industry campaign led by the Association of British Insurers (ABI) and the Pensions and Lifetime Savings Association (PLSA) - now Pensions UK, to tackle the issue of low pension engagement among UK employees. Fidelity has been an active participant since the programme's early days and continue our involvement for the third consecutive year in 2025.

• A dedicated campaign web information hub
• Email awareness campaign to schemes enrolled into Workplace Workout
• An employer toolkit with posters, digital banners, suggested posts and comms copy.
• Pension Essentials webinar - five important things members should know about their pension.
• Invitation to join our Virtual Pension Centre, an interactive alternative to face-to-face communications for members to learn more about their pension.
• B2B2C assets supporting National Pension Tracing Day (October).

• Share campaign posters and digital assets in your internal channels.
• Promote the three-step “training plan” in newsletters, intranet and webinars.
• Encourage staff to log in to PlanViewer, update beneficiaries and use our retirement calculators.
• Lead by example — encourage leaders to champion pension awareness in internal comms.
• Other helpful links:
  • Find a lost pension – GOV.UK
  • Retirement Living Standards