Agency: Lucky Generals - Make My Money Matter - Hungry Man - Production Company Assembly Rooms - Editing Company
Most pension holders have no idea where their pension payments are invested. While most believe themselves to be ethical in their day to day lives, often their pensions are invested unethically; in industries like weapons, oil & logging. Make My Money Matter was set up to raise awareness of this issue, and to lobby pension providers to switch to more ethical investments. But how to explain this complex issue in a compelling way, during the Christmas holidays with Covid high in the news. We needed a campaign that would generate earned PR coverage, and awareness of this issue amongst pension holders. So we decided to provoke their revulsion by thanking them, on behalf of those industries. Then we encouraged them to speak to their advisor about avoiding such nasty surprises in the future.