OECD/IOPS 31 October 2008 Mombasa Kenya. The Irish Experience
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1 OECD/IOPS 31 October 2008 Mombasa Kenya The Irish Experience National Pensions Awareness Campaign Gerard Clarke Assistant Head of Regulation The Pensions Board Ireland
2 Agenda for Presentation Why? Objectives Strategy Research/Monitoring Transition Support Recommendations
3 Why? Only 50% of the Irish workforce had supplementary cover in addition to social welfare pension cover. Social Welfare (First Pillar) provides universal basic Flat Rate pension (currently 230 per week) that aims to provide replacement income for 30% of the workforce (lower paid). Voluntary regime for supplementary pension provision (Second Pillar) Many people had little comprehension of the impact that retirement would have on personal standards of living. Tendency to believe that the State alone would look after them.
4 National Pensions Awareness Campaign (NPAC)
5 Campaign Background The National Pensions Awareness Campaign (NPAC) arose from a NPPI (National Pensions Policy Initiative 1998) recommendation accepted by Government. NPPI detailed the need for a fully developed national pension system which enables all residents in the State to acquire an income that allows them to maintain their established standard of living on reaching retirement age. It was recognised that the recommendations contained in NPPI would need to be supported by an effective education and awareness programme if they were to have the maximum desired effect.
6 The formal commencement of NPAC 2003 was heralded by the presentation of the Board s Information Booklet on PRSAs and Employers Obligations to the Minister for Social and Family Affairs on 2 July Every employer in Ireland (over 173,000) on the Revenue s PRSI database was posted a copy of the 20 page booklet to help them comply with their obligations under the Pensions Act. Pictured at the launch, from left: Mary Hutch, Head of Information, Pensions Board, Minister Mary Coughlan TD and Anne Maher CEO(2006), The Pensions Board. Launch of NPAC 2003
7 Campaign Provision 500,000 was made available annually to carry out a National Pensions Awareness Campaign (NPAC), on behalf of Government in 2003, 2004, This allocation was increased to 1,000,000 for 2006, 2007 and The Board established an NPAC Project Team to devise an awareness strategy and implementation plan for this important project.
8 Consumer Research and Awareness Audit 2003 In 2003 Consumer Research samples taken by the Board highlighted that; 60% of the Irish adult population were aware of pensions in general In excess of 87% of participants said that the State pension (currently per week) would NOT meet their needs in retirement. The top three barriers to starting a pension for most people are: Can t afford one Too young to start a pension Too complicated - don t understand pensions
9 Campaign Objectives 1. The primary objective of the campaigns was to heighten pensions awareness with a view to increasing pension coverage in Ireland. 2. The secondary objective of the campaigns during that period was to ensure those with pension provision addressed the adequacy of that provision. 3. A related objective was to promote pensions development and build an educational foundation for retirement planning for the future.
10 Key target sectors: Population aged years old Hospitality / Retail / Farming / Rural Community Women Young People / Graduates International Workers
11 Awareness Strategy Intensified advertising and promotion focus on the key targets (25-39 year olds) through the media outlets that they engage with most i.e. TV, Cinema, Radio, Internet, Lifestyle Magazines and Newspapers. Encourage people to be aware and informed about their existing pension and particularly to examine the adequacy of same. Directing consumers to be personally responsible and take action for their future retirement planning as well as promoting employers responsibility. Driving consumers to the Pensions Board Website and particularly the pensions calculators. Engage consumers with focused awareness building activities through promotions, dissemination of information, attending at conferences, seminars, workshops etc and operating the information Lo-call helpline and website.
12 National Pensions Awareness Campaign Highlights All the actions within the Campaign are designed to be sharp calls to action. Using our Tag Line Think about tomorrow. Today. TVAdverts and Radio Adverts Media print supplements Posters and Internet Adverts Shopping Till Receipts and In-Store Plasma Screens Radio and Press interviews and Community Forums National Pensions Awareness Week October 2003 all focused on directing people into action to either talk to their employer, contact their bank, insurance company, building society or financial advisor to discuss pension options.
13 National Pensions Awareness Campaign Highlights Held National Pensions Awareness Week in September Launched the on-line calculator on our website Handed out 100,000 sample calculators Distributed 50,000 copies of the Women & Pensions booklet
14 National Pensions Awareness Campaign Highlights Action & Responsibility Pensions Action Week in May. Focused on young people and women Targeted the print, radio and TV shows that young engage with most. Literature handed to people on the street when they came off public transport and in their cars at traffic junctions. Sent out a call to action message in newspapers, especially regional ones where coverage rates are low. Used an array of ambient media, including posters on buses, 48 sheet admobiles and on-line banner links to our website.
15 Consumer Research and Awareness Audit Consumer Research taken on behalf of the Board highlighted that; General awareness levels of pensions were in excess of 85% for the Irish adult population. Pension coverage and uptake rates did not reflect these heightened levels of awareness. Transition from Awareness to Action In 2006 NPAC was renamed to reflect the change of emphasis to National Pensions Action Campaign
16 Background to NPAC 2006 Research showed that awareness about pensions was very high but that action following awareness was low, while adequacy levels among those with pensions were not sufficient. The figures identified specific sectors and age groups with particularly low levels of penetration, especially amongst year olds. Low levels of pensions awareness and understanding among under 25 year olds. Allocation of 1,000,000 was made available for NPAC 2006.
17 Objectives for NPAC 2006 The primary objective of the NPAC 2006 was to push action by those with no pension and to ensure those with pension provision addressed the adequacy of that provision. A related objective was to encourage holders of SSIAs (Special Savings Incentive Accounts) to think about pension planning when their SSIA funds were released.
18 Strategy for NPAC 2006 Focus of NPAC 2006 was Action and Adequacy. Intensified advertising and promotion focus on the key targets (25 39 year olds). Tapped into SSIA windfalls and encouraged SSIA holders to invest some of their capital into a pension and to keep the savings habit. Directed consumers to be personally responsible for their future retirement planning as well as promoting employers responsibility. Guided consumers to the Pensions Board website particularly the pensions calculator. Educated young people with the Pensions Checklist as the first step to starting a pension. Starting a new job ask about your pension. More intensive in 2006 on the street activity at key events relevant to NPAC target groups Women s Mini Marathon, Ladies Football Final, National Ploughing Championships promote to young people around music events like Electric Picnic and Oxygen.
19 National Pensions Awareness Campaign Highlights Pensions Action Week in May. 40 Radio interviews during Action Week Focused on young people and women Targeted the print, radio and TV shows that young people engage with most. Core advertising centred on TV, Radio and Cinema Used an array of ambient media, including posters on buses, 48 sheet admobiles and online banner links to the calculators on our website. Hosted major Pensions Forum Published Pensions Checklist in six foreign languages Joint ventures with State and Private sector recruiters to promote First Job First Pension Action & Adequacy
20 NPAC messages Emphasis on personal responsibility Workplace ideal location for engaging with pensions Call to direct action Talk to your employer, trade union, bank, building society, insurance company or financial advisor about starting a pension
21 National Pensions Awareness Campaign Highlights Monday 12th March Pensions in the Workplace Day Tesco hosted over 100 seminars for their 12,500 staff in over 94 locations throughout the country to mark Pensions in the Workplace. Wednesday 14th March National Pensions Sign Up Day The Pensions Board handed out 30,000 pension flyers in key locations in all cities and major towns around the country promoting the pensions Time for Action message. Thursday 15th March Women and Pensions Day The Pensions Board in co-operation with the National Women s Council held a breakfast briefing to promote the importance of pension provision for women. Friday 16th March International Pensions Day The Pensions Board launched its updated Pensions Checklist and Pensions Calculator which are now interactive and available in eight languages on the Board s website. Saturday 17th March Young Pensioners Day The Pensions Board hosted a major radio competition for young people to win tickets to Music Festivals. The emphasis was to drive traffic to the pension calculator on the website.
22 National Pensions Action Week ( NPAW ) 2007 Actions & Results Summary Television Advertising 30/20/10 second ads on RTE 1&2, TV3, SKY, E4, Paramount, MTV, Ch 6, Living, Setanta Radio Advertising Press Online Ambient/Outdoor Media Interviews Website Visits Public Enquiries 30 second ads on National Stations plus local regional stations Editorial supplements in the Irish Times and the Star. Press ads in all National titles for SSIA Day entertainment.ie, ticketmaster.ie, yahoo.ie, daft.ie, iol,ie, hotpress.ie Luas, Dart and Bus Posters. Admobiles. Posters in Washrooms and all Third Level Colleges. The Pensions Board team carried out over 40 media interviews for local and national radio and press leading up to, during and following NPAW. Estimate of 50,000 visitors for March is 100% increase on 2006 NPAW month Overall NPAW enquiries at 352 were up by 35% on 2006 and particularly written enquiries at 157 saw an increase of 200% over a normal week.
23 NPAC Advertising Focus on Taking Action
24 NPAC Message 2008 Simplify the message Affordability Portability More straight forward than you think Employers obligations
25 Pensions in the workplace A good pension scheme has been long recognised as a very valuable asset for both the company and its employees. In partnership with employer representative organisations, NPAC encourages employers to see pensions as an integral element of their staff recruitment, retention and reward process. A company benefits from having: a reputation and respect as a good employer a workforce that feels valued and important increased loyalty and commitment from staff an enhanced staff recruitment, reward and retention package
26 Financial Planning Education Initiatives The Pensions Board is directly involved in the following educational related initiatives: Joint ventures with FAS and Fáilte Ireland (National State Training Authorities) National Recruitment Federation with over 100 private sector recruitment agency members Information stands at education events
27 Pensions aren t exciting! Key barriers to pension take-up included: Heavy complicated pensions language Absence of pensions from mainstream consumer media Absence of pensions from general conversation NPAC succeeded in overcoming these challenges by Distilling the key elements of starting a pension down to 10 bullet points in our Pensions Checklist Producing a user friendly pension calculator Introducing pensions to red top newspapers/ tabloids and consumer magazines Introducing pensions to popular national radio chat shows Introducing pensions to regional radio
28 A Case-study Agriculture and Rural Sector rd lowest pension coverage of all sectors at 32% Strategy to understand and communicate directly with this audience Activities joint venture with farming associations advertising and editorial coverage in farming publications conducted promotional activities at farming events Result 2008 saw pension coverage rates in this sector at 45%
29
30 National Pensions Awareness Campaign Support Agencies promoting NPAC Contact was made with the wide range of support Agencies who are assisting in delivering the NPAC message to their constituent clients and members. These include: Irish Congress of Trade Unions (ICTU) Irish Business and Employers Confederation (IBEC) Small Firms Association (SFA) Chambers of Commerce in Ireland (CCI) Irish Small and Medium Enterprises (ISME) Institute of Personnel and Development Other organisations and group involved in this process include: Citizen Information Centres Irish Farmers Association / Irish Country Women s Association National Library Network Rural Leader Groups Area Partnership Companies Irish Hotels Federation Licensed Vintners Association Restaurants Association of Ireland
31 Pensions Policy Government Green Paper on pensions consultation phase report published October 2008 Commission on Taxation 2008 to consider how best the tax system can encourage long term savings to meet the needs of retirement Pensions also a commitment in Programme for Government Towards 2016
32 Recommendations for a Successful Pensions Awareness Campaign Know your audience Understand the reasons for low pension awareness/coverage Recognise the challenges/opportunities involved Communicate with your audience in their space Keep the message simple and relevant
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