British Heart Foundation

Meet British Heart Foundation

British Heart Foundation is a UK-based charity that aims to stop heart disease before it starts, save more lives from heart disease and support everyone living with it to have a healthier heart for longer. Every day, their people work to fund lifesaving research and support those living with heart and circulatory diseases.

Behind that mission is a large and diverse workforce, all playing a part in driving positive change. Supporting their people goes beyond the day job - it includes helping employees feel confident about their pension plan and better prepared for the future.

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 Challenge

Pensions can be easy to put off. They can feel complicated, disconnected from everyday life, or simply not urgent enough to deal with. The team at British Heart Foundation wanted to change that by encouraging more digital engagement, helping employees access their pension information online and do something meaningful with it.

With employees juggling busy lives and other priorities, British Heart Foundation needed a way to cut through internal communications and turn pensions into something people could easily relate to and act on.

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 The Solution

British Heart Foundation used Standard Life’s 2026 New Year Ready to Go campaign to engage employees at a natural moment of reflection. Built around a simple, creative idea, the campaign helped bring pensions into focus at the start of the year, when many people are already thinking about change and planning ahead.

By asking the question “Should all old pensions be forgot?”, the campaign encouraged employees to pause and reflect, helping pensions feel more relevant and easier to relate to. The campaign was rolled out across British Heart Foundation offices nationwide using a mix of digital assets, shared through their internal Engage platform to keep the message visible throughout the working day. Employees were signposted to digital tools within the Standard Life mobile app, giving them a simple way to check in on their pension savings anytime, anywhere.

With ready-to-use assets available from the Standard Life Ready to Go campaign hub, the team at British Heart Foundation could roll the campaign out quickly and consistently.

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 Bringing it to life internally

Rather than treating it as a standalone pension message, the British Heart Foundation team shared the campaign messages through internal channels employees already knew and trusted. The campaign featured in their internal employee newsletter and sat naturally alongside other internal updates.

This approach helped the message feel timely and familiar. It didn’t compete for attention. Instead, it felt part of a wider conversation.

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 The impact

The campaign delivered strong engagement, particularly when supported by British Heart Foundation’s internal communications.

The internal newsletter featuring the New Year pension campaign received a clear uplift in views, with engagement more than double the usual level. Feedback was positive, with employees highlighting how clear and engaging the messaging felt.

Across the wider Standard Life Ready to Go New Year campaign, strong engagement was also seen through asset downloads, QR code scans and visits to the campaign hub.

The campaign in action

Why Ready to Go campaigns work

Ready to Go campaigns aim to help employers share clear, timely pension messages, while supporting employees to take action.

They offer ready made assets that employers can use through their own internal channels, helping messages feel familiar and relevant to their people. This helps communications show up more consistently in the places employees already engage with, without creating extra work for employer teams.

British Heart Foundation’s experience shows how Ready to Go campaigns can help deliver stronger results while keeping things simple for employers.