You’re Kidding Me.
now: pensions is an award-winning UK workplace pension provider who focuses on helping those in society who are historically underpensioned. As part of this work, NOW: Pensions wanted to produce a report on the state of the gender pensions gap in the UK.
What if: we could physically see the effects of the gender pensions gap.
Using a key statistic from the report ‘in order to retire with the same pensions outcome as men, women would have to work an extra 19 years’, a narrative film and visual identity for the report was born.
Taking a playful approach to a shocking statistic through use of bold design and narrative, the campaign made audiences aware of both the scale and impact of gender pensions gap and the work the team at now: pensions are doing to change it.
The 2024 Gender Pensions Gap Report’s contents were reported by the Guardian and other major news outlets, and the campaign was awarded Marketing Campaign of the Year at the 2024 Corporate Finance Awards.
Role: Creative concept, creative direction, art direction.
Awards:
Winner - Corporate Finance Marketing Campaign of the Year 2024.