Retirement Living Standards wins Thought Leadership Initiative of the year award

The Pensions and Lifetime Savings Association (PLSA) has been awarded the Headline Money Thought Leadership Initiative of the Year award for its Retirement Living Standards campaign.

The award follows the successful launch of the Retirement Living Standards at last year’s PLSA Annual Conference in Manchester and was given in recognition of creating a thought-provoking public relations campaign that captured the media’s attention and helps savers picture their future.

The Retirement Living Standards initiative has been designed to help people picture the lifestyle they wanted in retirement, as well as to understand the costs involved. The campaign was supported by 22 pensions industry organisations and received extensive coverage across all forms of financial media, from broadcast and online to national, regional and trade press exposure.

Pitched at three different levels - minimum, moderate and comfortable - they are designed to help people picture the lifestyle they want when they retire – and understand the cost.

Like the ‘five a day’ or 5-a-day healthy eating maxim, the PLSA hopes the Standards will become a rule of thumb for retirement planning and this award recognition has gone some way to showing that that goal can be achieved.

Julian Mund, Chief Executive, PLSA, said: “This award is the culmination of months of hard work and is thoroughly deserved. When we set about launching our Retirement Living Standards we wanted it to resonate with both the industry and savers and through a well-managed and precise PR campaign we managed to get the tone of the message just right. I’d like to congratulate each and every one of the team who made this launch a huge success and thank them all for their tireless efforts and sleepless nights.

“Now we must continue the momentum of this work and push the boundaries further. We want pensions to be accessible to everyone – no matter how much knowledge they have of the sector – and through campaigns like Retirement Living Standards we can ensure savers can picture their future.”

The Headline Money awards recognise excellence in financial journalism and public relations.