Client: My Pension Expert
One Million More put pensions in plain sight. My Pension Expert (MPE) took a topic buried in jargon, fear and financial pages and launched it into everyday culture with one clear idea: pensions should be Seen. Simple. Sunny. Instead of dragging people into finance, the campaign met them where they already are: lifestyle media, social feeds and real conversations. It reframed pensions from a daunting obligation into an empowering life tool, tackling a stark truth: millions make critical financial decisions without advice. At its heart was a bold mission, to get one million more people to seek pensions advice by 2030. By positioning advice as a right, not a luxury, MPE challenged outdated perceptions and made financial planning feel accessible, relevant and human. The cultural spark came through Emilia Fox, whose milestone of turning 50 mirrored the strategic audience’s own life stage – not about to retire, but nearing it. Her involvement transformed pensions from abstract numbers into something personal, timely and worth talking about. The impact was immediate and powerful: mass media reach across print, broadcast, online and social, surging engagement and a clear shift in how people think about pensions. In a category defined by complexity and caution, One Million More brought clarity, confidence, and conversation, proving that when you change the story, you can change behaviour.
