Ross Kemp fronts industry’s latest ‘Pension Attention’ campaign

The annual campaign to get people to invest more in their pensions has launched its latest iteration, partnering with TV actor Ross Kemp.

The campaign, urges the UK public to ‘Pay Your Pension Some Attention’, features the vest-clad EastEnders star calling on viewers to focus on their financial “fitness” and “gain pounds”.

It is driven by the fact that 19% of UK adults prioritise getting fit and healthy over their future financial situation and only 29% of people have organised their finances for later life.

The ad is an industry campaign coordinated by the Association of British Insurers and Pensions UK, backed by brands in the pensions industry.

Commenting on the campaign, Helen Mitchell, spokesperson for the Pension Attention campaign said: “By teaming up with Ross Kemp and pension trainer Bola Sol, we want to encourage people to strengthen their pension and think about what they might need for the future.

While most working people in the UK have at least one pension, many don’t know much about them, and some have even lost track of them completely. We’re asking all UK adults to check where their pensions are, what they have saved, and how much they might need for retirement.”

Kemp said: “A lot of us care about getting fit for the future – that’s why we hit the gym, eat better, and try to sleep more. But your pension is part of that too. With an easy three-step training plan, you could strengthen your pension and gain some serious pounds. Do your future self a favour and pay your pension some attention.”