Britam Pensions Print Campaign


Kenyans don’t see pension /plans as their primary plan for retirement, if at all they considered planning for the same. Pension schemes  are often considered a waste of time and money and are only considered last behind ‘chama’ investments, land and housing projects, and ordinary ‘biashara’ if at all. How do we then convince a target demographic to consider signing up for a Britam pension plan to avoid  issues after retirement?


Using the ‘extreme consequence’ principle, we decided to illustrate through a print & online campaign the extreme consequence of NOT planning for retirement whilst highlighting the key benefit of a Britam pension plan which focused on Britams declared pension interest  rates which have been the highest in the industry for the last 3 years.

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