Swedish pension company AMF has launched an advertising campaign to increase occupational pension awareness.

AMF said that by showcasing real workplaces and workers, such as steelworks, grocery stores, ports, and mines, it aims to “celebrate the people who make Sweden function”.

The campaign can be seen on TV, outdoors, and digitally starting from the beginning of March.

AMF marketing manager, Jelena Mirkovic, commented: "At AMF, we are proud to be responsible for the occupational pensions of more than four million privately employed workers as a pre-selection company within Avtalspension (collective pension) SAF-LO.

“In our new campaign, we want to pay tribute to the efforts that our savers make to make Sweden a better and more well-functioning country and tell them that we think they deserve the best occupational pension possible.

“A big difference from our previous campaigns is that there are no actors in the advertising, but real people who are visible in their professional roles in their workplaces. It is important that it is and feels credible.”

During the development of the new campaign, AMF travelled around Sweden to shoot the content for the advertisement, which was developed by Anna Qvennerstedt and Staffan Lamm.

“There was a lot of logistics and planning to put the campaign together. The advertising conveys the feeling of professional pride and job satisfaction that we wanted to bring out," Mirkovic said.

---