Leaving a legacy for the BBC
The BBC Pension Scheme is one of the biggest occupational pension schemes in the UK, providing benefits for over 50,000 people. The Scheme offers generous benefits as part of a total reward package.
Share
Challenge
BBC and BBC Pensions offer their employees a death in service lump sum of 4 x salary. Although considered a generous benefit, research had shown that the number of members filling out an Expression of Wish form was lower than hoped. This was particularly striking in the under 30s age group where no one had completed a form at all.
In the past, the BBC Pension Schemes tried addressing this by running individual communication campaigns, but garnered little success. It needed a new approach.
Solution
We developed a campaign to help reconnect with their employees. The campaign’s theme was ‘Make your mark’, giving the employees the opportunity to leave something behind – a legacy. The power to make a difference and create positive change for someone or something they care about.
The campaign included an email with a short embedded video, linking members to the form on the pensions website. The video used dynamic and playful images, with a focus on younger age groups.
Impact
The email and video launch made a significant impact on employees, with 3,000 newly completed Expression of Wish forms within the first month.
The next iteration of the project is a completely digital journey which will make it easier for the pensions team to manage the application process.
