Highlighting Ireland's gender pension gap with an award-winning campaign for Irish Life


conversion rate on LinkedIn

engagements on Twitter

views on YouTube in first two weeks


256-trophyBest B2C Branded Content Campaign and Best topic-specific video for Not all 99s are Equal – 2020 Content Marketing Institute Awards
2020 – Winner – Best Specialist, Silver, Content Marketing Association Awards (Global)
2020 Video Campaign, Silver, Social Media Awards

Services provided

Strategy, Content Managed Services, Content Operations

The challenge

Irish Life is one of the most prominent life assurance and pension companies in Ireland. Using data gathered internally, its Corporate Business division wanted to highlight the fact that the gender pay gap is turning into a gender pension gap, in a way that makes people notice and talk about it.

What we did

We needed a video with a theme that properly relayed how ridiculous the findings of the report were. The fact that women saw pensions that were 22% less than their male counterparts is incredibly outlandish. 256 could only help but think: it’s like women not being able to have something as simple as a 99 as if to say they could only have a 77.

With a script, a van, a few flakes and a day to film, 256 was able to show just how ridiculous the thought that women deserved less was with reactions from men, women and children alike. The video, Not All 99s Are Equal, was then promoted via a paid social campaign on LinkedIn, Twitter and YouTube. The report and video were also featured on press channels like the Irish Times.

The campaign used both print and visual components to engage with the target audiences, which included both the general public as well as high-value prospects identified by Irish Life via account-based marketing.

How it looks