Pay Your Pension Some Attention 2026
Getting the nation to engage with its pension and secure its future
The aim was to get people across the UK thinking about their pension and checking their pot. The brief was to build on the 2025 campaign, reach a broad national audience where they already spend time online, and drive them to pensionattention.co.uk to take the next step.
MessageSpace delivered one campaign across two channels from 7 September to 2 October 2026, pairing national display reach with YouTube video, scaled up on last year. Display ran at national scale with over 166 million impressions across news sites including The Express and Yahoo News, with two creative versions running neck and neck at 40,802 and 40,028 clicks.
Three YouTube creatives drove engagement, with the 17 second Growing Tips and 6 second Pumpkin ads leading at 0.16% and 0.15% CTR, three times the display average. Compared with 2025, impressions were up 62%, display reach up 54% and clicks up 28%. The campaign was planned, bought and optimised end to end by MessageSpace.
Key Results
- 170,313,822 total combined impressions
- 85,959 total combined clicks
- 400,595 unique YouTube views
- YouTube clicks up 119% on 2025
- Impressions up 62%, display reach up 54% and clicks up 28% year on year