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Lessons from National Pensions Communication Campaigns


  • Adele Atkinson


  • Debbie Harrison

    (Pensions Institute, Cass Business School)

  • Flore-Anne Messy


  • Juan Yermo



The present report focuses on the pre-campaign planning, the design, the delivery, and the monitoring and evaluation of National Pension Communication Campaigns in a range of OECD and non-OECD countries. The research identifies barriers to effective communications and highlights models of good practice in order to help organisers design campaigns that are more effective in terms of impact and more efficient in the way they use resources. In particular, the report argues that the success of campaign organisers will depend on their ability to set realistic and measurable goals that can be delivered in a timely, cost-effective and innovative manner to achieve maximum impact. The report also calls for better evaluation of campaigns and more targeted communication that delivers clearer messages. Les enseignements tirés des campagnes d'information nationales sur l'épargne-retraite Ce rapport examine les travaux préparatoires, la conception, le déroulement, le suivi et l’évaluation des campagnes nationales d.information sur l’épargne-retraite dans différents pays, membres ou non de l’OCDE. L’étude recense les obstacles à une communication pertinente et met en évidence les modèles de bonnes pratiques pour concevoir des campagnes plus efficaces en termes d’impact et plus efficientes en termes d’utilisation des ressources. Le rapport montre notamment que la réussite d’une campagne dépend de la capacité des prestataires à fixer des objectifs réalistes et mesurables, susceptibles d’être atteints dans les délais, de facon rentable et innovante, pour garantir un impact maximal. Le rapport prône également une meilleure évaluation des campagnes d’information, une communication plus ciblée, portant des messages plus clairs.

Suggested Citation

  • Adele Atkinson & Debbie Harrison & Flore-Anne Messy & Juan Yermo, 2012. "Lessons from National Pensions Communication Campaigns," OECD Working Papers on Finance, Insurance and Private Pensions 18, OECD Publishing.
  • Handle: RePEc:oec:dafaad:18-en

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    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Stewart, Fiona, 2014. "Proving incentives for long-term investment by pension funds -- the use of outcome-based benchmarks," Policy Research Working Paper Series 6885, The World Bank.

    More about this item


    campagnes d'information; communication campaigns; culture financière; defined contribution; financial education; financial literacy; fonds de pension; pension fund; pension reform; plans de retraite à cotisations définies; réforme des retraites; éducation financière;

    JEL classification:

    • D14 - Microeconomics - - Household Behavior - - - Household Saving; Personal Finance
    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • G23 - Financial Economics - - Financial Institutions and Services - - - Non-bank Financial Institutions; Financial Instruments; Institutional Investors
    • G28 - Financial Economics - - Financial Institutions and Services - - - Government Policy and Regulation
    • I28 - Health, Education, and Welfare - - Education - - - Government Policy
    • J26 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Retirement; Retirement Policies
    • O16 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance
    • O19 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - International Linkages to Development; Role of International Organizations

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