Thought Leadership Initiative of the Year

Winner: Retirement Living Standards, Pensions and Lifetime Savings Association

Who are the best arbiters of what made a great thought leadership initiative and excellent press campaign? Why, financial journalists of course, who first need to filter the announcements that come across their desks before deciding whether to write about them for a wider audience. For 2020, our Thought Leadership Award goes to an organisation rather than a company and it’s a case of congratulations to the Pensions and Lifetime Savings Association for its Retirement Standards campaign.

Launched in October last year, the initiative was designed to help people picture the lifestyle they wanted on 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 regional, national and trade press print exposure.

Highly Commended: Campaign on Funeral Poverty, Royal London

Commiserations to Royal London which was just pipped at the post for 2020. Its research highlighted not only how high funeral costs are forcing bereaved families into debt, but also called on the Government to increase the financial support available to those struggling with the cost of funerals.


  • Aviva with Instinctif Partners, Mid-Life MOT: Championing and Supporting Employees aged 45-65
  • Direct Line with Parliamentary Advisory Council for Transport Safety and Citigate Dewe Rogerson, Seat Belts – The Forgotten Road Safety Priority
  • Legal & General with Rostrum, The Bank of Mum and Dad
  • Pensions and Lifetime Savings Association, Retirement Living Standards
  • Quilter, Adviser Delta
  • Royal London, Campaign on Funeral Poverty
  • Wesleyan with Citypress, Standing up for our doctors: NHS Pension Scheme


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