Lessons from National Pensions Communication Campaigns

Adele Atkinson, Debbie Harrison, Flore-Anne Messy and Juan Yermo
Additional contact information
Adele Atkinson: OECD
Debbie Harrison: Pensions Institute, Cass Business School
Flore-Anne Messy: OECD
Juan Yermo: OECD

No 18, OECD Working Papers on Finance, Insurance and Private Pensions from OECD Publishing

Abstract: 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.

Keywords: 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 (search for similar items in EconPapers)
JEL-codes: D14 D18 G23 G28 I28 J26 O16 O19 (search for similar items in EconPapers)
Date: 2012-05-14
New Economics Papers: this item is included in nep-age
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