The Main Challenge? Education.
Reaching out to the youngest demographic, those just starting their careers, was a multi-layered challenge. Young people perceive the retirement days as a far future, as an issue that is way too early to address. The concept of two and tree pension funds seems too complicated to comprehend. And underneath this lays the general public’s disconfidence in the entire pension system in the country.
Our Approach? A Paradigm Shift.
We decided to focus on the opportunities instead of challenges. At this point, it was clear that we need to tell stories from a fresh perspective. And the idea was born – to make a parallel between the need for retirement savings and planting Pension parks – a combination of education and practical examples of the long-term effects of today’s actions. The aim was to motivate the young individuals to take charge of their own future and the future of our society.
The Result? From Digital to Reality.
This singular wish sparked a movement transcending the digital realm and traditional education. We unveiled our vision through a mind and soul-tickling video, weaving the story of a young girl’s love for trees and her lifelong dream of creating a park.
In less than a year, our concept transformed into reality. We embarked on a series of activities, creating 8 pension parks and planting over 120 trees in high schools across the country.