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Top 3 Campaign in Finance · October 2026

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Top 3 Campaign

Finance · October 2026

Thanks for Your Service

PR Campaign

Friday 30th October, 2026

Pregnant Then Screwed’s “Thanks for Your Service” campaign spotlights the long-term pension cost of caring. It shares research showing women’s pension pots are 33% smaller than men’s on average, alongside accounts from mothers who reduced contributions or were underpaid during maternity leave, to challenge the idea that women simply failed to save enough.

Why it worked: It reframed a settled issue with a fresh, measurable villain—maternity-leave pension underpayments—backed by a 33% gap and first-person cases.

The lesson: Consider quantifying a hidden systemic shortfall, naming the exact mechanism, and pairing it with verifiable case studies and a fix.

Pregnant Then Screwed

1 Source:

Coverage over time

How this story spread across the media

Publication	Headline	Date
bigissue.com	Women’s pensions are the latest casualty of the motherhood penalty	Friday 30th October, 2026

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