CorpComms Magazine

Aviva is today launching a three week social media campaign in a bid to encourage young savers to be more careful with their money.

Aviva has enlisted the help of magician Pete Hathway, dubbed 'The Rock and roll magician' by NME', in the hope that his magic tricks involving money will ultimately help encourage young people to save for their future.

The company is posting a series of short film clips shot on the streets and in the bars of Brighton and London on social media sites such as Facebook.

It is hoped the campaign will get young people more engaged on personal finance issues. The company says almost half of the UK working population do not have a pension that they or their employer are saving into.

Aviva's head of brand Sue Helmont said: 'This campaign has been developed to really entertain this younger audience of workers who are regular users of social media. But our overall aim is a serious one - we want to get this younger generation thinking about ways they can make their money work for them in the future.

'For younger workers establishing their careers, it's understandable that saving for retirement seems a long way off but this is a conversation every employee should be having sooner rather than later.

'With regulatory change on the way, including the introduction of automatic enrolment, we have the opportunity to really engage with younger people about the need to think about their money and in particular, the benefits of saving in the workplace.'

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