Phoenix Group tasked us with addressing the widening gap in pension savings, particularly as life expectancy increases and the retirement landscape evolves. The goal was to highlight the extent to which people are under-saving for retirement, encourage action to close the gap, and thus position Phoenix Group as a leader in driving change in this critical area.

In a crowded political and media landscape, with stories, debates and legislative reform on pensions a near-constant, we knew we needed a unique, interactive approach to cut through the complexity of this data-heavy topic. Partnering with Reach PLC, we launched Phoenix Group’s Pensions Heatmap. Using survey data from 2,500 workers aged 45+ cross-referenced with publicly available data from bodies such as the Pensions and Lifetime Savings Association (PLSA), the interactive heatmap visually illustrated how pension savings vary across the UK, offering a region-by-region breakdown of retirement readiness. This accessible, engaging format ensured maximum impact in both media and policy circles.

The campaign quickly generated earned media coverage in key outlets, including Sky News Radio, LBC, and the Mail Online, and achieved over 2.5 million impressions through partnerships with Reach titles. The heatmap exposed regional pension savings gaps, sparking important conversations among the public and policymakers. This positioned Phoenix Group at the forefront of retirement insights, and the national conversation on economic security in later life.

+ Further Phoenix campaigns include ‘Beyond the great retirement: understanding and tackling economic inactivity amongst the over 50s’ report, recognised and praised in Parliament.