Towie star Gemma Collins fronts parody pension awareness ad

The tongue-in-cheek campaign is designed to get people to stop worrying about wrinkles and instead start thinking about their pension.

Gemma Collins encourages people to think about their pensions
(Image credit: The Pensions and Lifetime Savings Association)

Reality TV star Gemma Collins is being featured in a tongue-in-cheek ad campaign run by the Pensions and Lifetime Savings Association to get people to stop worrying about wrinkles and instead start thinking about their pension.

The campaign, called Pension Attention, comes on the back of a study that found 57% of people have purchased anti-ageing products in the past 12 months, including anti-wrinkle cream, grey hair treatment and collagen products, while only 23% have organised their finances for retirement.

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Chris Newlands

Chris is a freelance journalist, and was previously an editor and correspondent at the Financial Times as well as the business and money editor at The i Newspaper. He is also the author of the Virgin Money Maker, the personal finance guide published by Virgin Books, and has written for the BBC, The Wall Street Journal, The Independent, South China Morning Post, TimeOut, Barron's and The Guardian. He is a graduate in Economics.