Turning pensions into a national conversation

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Standard Life’s Women and Pensions campaign took home the award for Best Earned Media over the medium to long-term at the prestigious PRCA Spotlight awards in the Shelbourne last Friday. In a competitive category alongside major brands including Aer Lingus, Google, Breast Cancer Ireland, and Xeinadin. Developed in collaboration with Carr Communications, the campaign stood out for its ability to cut through a crowded media landscape using smart insight, relatable storytelling, and a powerful purpose – to reframe how women engage with retirement planning.  

At the heart of the campaign was ‘The ultimate guide for Women and Pensions’ – a podcast series designed to spark honest, expert-led, entertaining conversations around money, mindset, and planning for your second life. Supported by strong consumer insight and local and national media coverage, including a primetime slot on Virgin Media’s ‘The Six O’clock show’, the campaign helped surface many of the unspoken realities women face when it comes to long-term planning.

 

“We set out to do something different – to shift the tone and start inspiring more meaningful conversations that drive change. To be recognised for this campaign – especially in the earned media category is a huge honour and a reflection of the real impact this work is having.” – Tara O’ Donoghue, Head of Engagement at Standard Life.  

The Women and Pensions campaign is part of Standard Life’s broader ambition to support a more retirement-ready Ireland – and to work with advisers to close the advice and action gap.  

As the campaign continues, the focus remains on supporting women not just with information, but with the confidence to act. Listen to the new season of The Ultimate guide for women and pensions now on Spotify, Apple music or any major platform.  

Share with your clients and follow Standard Life’s Women and Pensions page on standardlife.ie/adviser for campaign and media updates.