100 Years of Pension

Throughout 2022 we developed, organized and executed six major projects for this program. First, we brought 100 years of pension to life. We developed a sub-identity; a storyline combining past, present and future; a website collecting all stories and research; an internal campaign and event; and published several articles in newspapers.

We collectively celebrated turning 100. During the anniversary year we were able to congratulate 241 ABP participants on their 100th birthday with a personalized card and flowers. We focused on developing and sharing personal pension stories, researched and interviewed by ABP and APG colleagues.

In the documentary ‘De Ontmoetingen,’ 10 generations went on a journey together across the Netherlands, celebrating the past, present and future. Each travel companion was born in a different decade and brings their own stories, dreams, worries and ambitions.

In the exhibition, we took an extensive dive into gender inequality pertaining to pensions. In 2022, the Netherlands has a pension gap of 40% between women and men. Through the combination of historical research, persona’s, stories and games, we brought the stories to life in a traveling exhibition.

To finish a summer of celebrations and begin to look at the next 100 years, we organized ‘De Ontmoeting,’ a two-day event bringing together 200 people with backgrounds in science, finance, government, politics, pension funds, and more. We created personal websites, a podcast, an extensive research report, and a deep dive into several themes.

The impact of 100 years ABP reaches far and wide. It reached across generations, genders, interests, fields, organizations, and all over the country. It was a celebration for the organization ABP and APG, as well as all pension participants. It combined storytelling and research, the qualitative and quantitative, the past and the future.