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Scottish Widows launches campaign to highlight Gender Pension Gap

Scottish Widows has launched an International Women’s Day campaign aimed at driving awareness of the fact that the gender pay gap also exists when it comes to pensions, with women receiving half the income as men when they retire.

The campaign, created by Zenith and Adam&EveDDB, will feature a bespoke Scottish Widows ident on Channel 4 that will interrupt targeted programmes on TV and video-on-demand during each show’s half-time break. Shows including C4 News, Gogglebox, George Clarke: Amazing Spaces, and 24 Hours in A&E will be interrupted by an ad informing female viewers that the show has ended halfway through for them, before explaining that this is what’s happening when it comes to pensions.

“We are thrilled to work with Scottish Widows on a campaign which shines a light on such an important issue through creative, attention-grabbing marketing. It serves as a perfect example of how TV advertising can be used as a tool for positive change,” said Victoria Appleby, Head of Sales at Channel 4.

This will be supported by a Mail Metro cover wrap and high-impact press formats, as well as a ‘first view’ takeover on Twitter, meaning the Scottish Widows message is the first thing Twitter users see when they open the app. The ‘Gender Pension Gap’ campaign, which runs until 9 April, will also include PR activity, and paid content across Facebook, Instagram, and YouTube.

The aim of the campaign is to educate everybody on pension inequality, and position Scottish Widows as the pension company women should be seeking out for guidance on how to overcome the Gender Pension Gap.

“Scottish Widows was founded to champion the interests of women.  This is no less vital in 2022, and our IWD campaign dramatises the pension shortfall affecting women in the UK, in the strongest possible fashion,” said Richard Warren, Managing Director at Lloyds Banking Group, owner of Scottish Widows.