Changing Perceptions

Making a change to employee perceptions can sometimes be the hardest change to make. This was the challenge that Bupa set its pension department, targeting it to increase the pension plan take-up rate from 37% to 65% over a three-year period.
A well planned process beginning with the analysis of employee data allowed AHC to identify the barriers to joining, and establish the most effective ways of engaging the audience. AHC adopted a unique approach which enabled the pilot group to provide 24/7 feedback on the developing strategy. Unsurprisingly, our research revealed that the barriers to joining included "I’m too young", "I don’t understand it" and "It's too expensive". AHC developed a themed campaign with the research group's input. A variety of communication channels were used to connect with the audience.

These included eye-catching posters, succinct plan summaries, desk drops and interactive online newsletters. In addition to intuitive modellers, learning games and videos were hosted on the campaign website. Face-to-face pension clinics supported the campaign.


Services Used

Strategy development
Member research
Website design and build
Educational videos


Objective: To increase the pension plan take-up rate from 37% to:

  • 45% in year one;
  • 55% in year two; and
  • 65% in year three.

Results: All targets were achieved or exceeded over the three years. Whilst in the post AE world, poor take-up of DC isn’t an issue; the power of a targeted, strategic approach to changing perceptions remains.

AHC were innovative with design ideas and content for the website, posters, savings calculator, email updates and surveys. The campaign was successful resulting in increased membership of the Plan. Carrying forward the momentum of the communications campaign, AHC worked with Bupa to develop more engaging regular communications.

The campaign has been recognised externally, winning the Engaged Investor Trustee Awards ‘Best Communications Initiative by a Trustee Board’ and Pensions and Investment UK scheme communications awards 2010.

Pat Caterall, Pension Manager

Case Studies


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