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.