The Swedish Pensions Agency

A thumbs-up from the Swedish Pensions Agency

Even though pensions are a very important matter, not everyone has the energy to care about it. Since 2020, Emakina has been helping the Swedish Pensions Agency in making the information more relevant and accessible to all Swedes.

The challenge

Your pension is a matter that can shape the rest of your life. It's understandable to feel overwhelmed when the orange envelope - which contains your pension notice - arrives in the mailbox. The question is, how can we make this orange envelope less intimidating?

Orange campaign 2022

For the 2022 pension notice, we developed the umbrella concept "You are well on your way" with the message that understanding your pension is not as complicated as it may seem. The campaign emphasized that even minor efforts can significantly elevate your understanding and potentially improve your pension plan. In essence, it's a thumbs-up from the Swedish Pensions Agency, entirely free from finger-pointing and anxiety.

Orange campaign 2023

For the 2023 pension notice, we turned real-life people into infographics, to demonstrate how pensions can significantly vary depending on individual circumstances.

Autumn campaign 2023

Many Swedes assume they will retire at the age of 65. Today, the recommended retirement age is 66. At the same time, many believe that they will have a low pension. That's why we helped the Swedish Pension Agency reach out with the straightforward message that the longer you work, the higher your pension will be.

Campaign targeting self-employed people

In a 2023 campaign targeting self-employed persons, we cleverly utilized only 75% of the media space. This was to emphasize the point that without an occupational pension - which one has to arrange themselves - their pension could be 25% smaller.

Always on content

For young people, pension planning can feel like a distant concern. That's why we're working with the Swedish Pensions Agency to make the issue more relatable for the 25-40 age group. We do this by creating entertaining content on Instagram that keeps pensions top of mind.