States of Guernsey


Guernsey’s ageing population is accelerating year on year and it is predicted that during the coming five decades the island’s workforce is most likely to decrease. The impact of this on the future of State pensions is a growing concern.

The States of Guernsey Social Security Department chose to go to the public using a maildrop to every home in the island. This was an opportunity to raise awarenes of the issue and to also establish public opinion on what might be the most acceptable long-term solution.


The challenge was to take a fairly ‘dry’ and complex subject and strip it down to make it both comprehensible and engaging. The communication did not contain much in the way of good news and it was important to get an informed response to the questionnaire.


The response was record-breaking, with a healthy 12,000 completed forms being returned.