Irish Life and Folk Wunderman Thompson have launched a new campaign to drive awareness of the insurer's responsible pensions and their sustainability benefits.

The campaign aims to bring peace of mind to people who are making efforts to become more sustainable in their everyday life and show how their pension savings can align with those values too.

The advert was created in a sustainable shoot setting with Irish Life working alongside a verified partner to support emissions calculation and offsetting.

The Responsible Pensions campaign will run across television, video on demand, digital, social, radio and outdoor.

Speaking about the campaign, Karl Waters, creative partner at Folk, said: “For many, a pension is one of the biggest investments they’ll make in their lives. It’s reassuring to know that now it can also have one of the biggest positive impacts on the planet too, as many people are constantly looking for ways that they can be more sustainable.

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"With this campaign we took inspiration from this mindset and aligned it with an offering from Irish Life that can truly make a difference”.

Karl Symes, head of brand at Irish Life, added: “We all want to play our part for the planet. However, it can be hard to feel like we’re making a difference, particularly when a lot of the focus is on climate targets that are up to 20 or 25 years down the road.

"From our experience in Irish Life, there are similar challenges with pensions – people think they’re about the distant future and struggle to see the relevance of their pension in their daily lives.

"This campaign creates awareness that the money you’re saving into your pension today could be invested responsibly, helping you to do right by your future, your family’s future, and the planet. The campaign is also a celebration of the difference that Irish Life pension customers are already making for the planet right now, maybe without even realising it."

Irish Life, which recently roped in Stripe to handle payments on its Smart Invest app, now manages €40bn in responsible investments 12 years after signing up to the UN Principles for Responsible Investing in 2010.

The group has also created a carbon calculator on its website, so people can calculate the sustainability benefits of their pension.

Photo: Irish Life and Folk Wunderman Thompson's Responsible Pensions television advert.