EastEnders star works out for Pension Attention 2025
Image: Pension Attention
Pardon the Interruption
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The theme of the campaign, now in its fourth year, is ‘Strengthen your pension’. A fitness-focused video calls on people to look after their financial health, showing Kemp working out while Sol keeps track of his progress so he can “gain pounds”.
Pensions UK hopes that by aligning physical and financial fitness, it can engage those who may not have ever thought about their pensions before, particularly people between 35 and 55.
The campaign suggests a three-step 'training plan':
tracking down old pensions
checking what is in them
working out how much you need for later life
“As an industry, we have an important role to play in helping UK adults understand their pensions. By coming together – under a single umbrella – with a simple, bold and memorable campaign, we can build on the successes of the past three years and increase saver engagement in pensions,” said Mark Smith, spokesperson for the Pension Attention campaign.
Pensions minister Torsten Bell has backed the campaign, saying while most people check their fitness apps more than their pension balance, both are important for a healthy future.
“We’re ramping up the pace of our pension reforms to make saving easier and ensure you get the most from every pound you’ve saved,” he added.
Sol, author of ‘Your money life’ and ‘How to save it’, said: “Planning for retirement is a lot like getting fit: you can get the best results by starting early and sticking with it.”
Nearly one in five (19%) UK adults prioritise getting fit and healthy over saving for later life. Over the past 12 months, 37% have made a healthy lifestyle change and 30% have set a new health or fitness goal, but fewer than one in three (29%) have organised their finances for retirement, according to a survey of 2,000 UK adults conducted in August 2025 by OnePoll on behalf of Pension Attention.
The campaign is running from 5 September to 27 October and offers free resources and a downloadable toolkit for those who want to spread the message to customers and colleagues.
The Pension Attention campaign is sponsored by Aviva, Fidelity, Legal & General, NatWest Cushon, Nest, People’s Pension, Pru, Royal London, Scottish Widows, Standard Life and Vanguard. If you have taken part in the campaign before, have you seen an uptick in engagement?
