BMA Pension Tension
The epitome of taking a flat subject and bringing it to life
What we did
As a professionals' body, the British Medical Association (BMA) provides valuable information and support to its members – doctors and medical students.
And as a result of action by the government, it was faced with the challenge of informing its members about undesirable changes to doctors' pensions.
So it turned to bda to deliver this information in a way that would be both appealing and compelling.
The memorable phrase 'pension tension' was coined, setting the scene for a ‘frightful’ pop art styled campaign, inspired by 1950s horror B-movie posters.
bda's rationale was to take the BMA's message – urging its members to react to the changes to their pensions – and combine that ominous premise with lively imagery not normally associated with pension matters.
But bda never delivers campaigns that are style over substance. So incorporated into the striking Pension Tension microsite is sophisticated programming that responds to the user’s inputs.
This enables users to get a visual representation of the changes to their pension contributions, the number of additional years of work and what their resulting pension could be under these new arrangements.
Since the site is uniquely useful, social media links are included, meaning users can easily share it with other BMA members and non-members, helping it expand its own database and reach.
bda’s Pension Tension campaign proves the quirky and attractive can also be highly functional as well as effective.
The campaign has also now been shortlisted for a Dadi Award at this year's ceremony. You can find out more here.