MINISTRY OF LABOUR AND SOCIAL SECURITY / ΤΕΚΑ

CHALLENGE

The Hellenic Auxiliary Pensions Defined Contributions Fund (TEKA) was established in 2021 to serve an urgent need: to shield young people’s pensions from the demographic risk associated with an ageing population.

Through a survey we conducted, we found a lack of understanding of the functioning of the insurance system in general, an absence of basic financial knowledge and increased suspicion regarding investments.

The challenge was to raise public awareness, achieve recognition, provide targeted information to employees, employers and opinion leaders, enhance trust in the role of the new Fund and encourage new insured individuals to join TEKA by 31/12/2024 and benefit from the advantages it offers.

ACTIONS

With the strategic direction that TEKA is a safe investment in the future of young people and the key message “Invest TODAY in your own FUTURE!”, we proceeded with:Α 360° advertising campaign on TV, radio, websites and press entries

• organization of an anniversary event on the occasion of 2 years of TEKA’s operation, as well as the launch of the communication campaign, with Prime Minister Kyriakos Mitsotakis as the keynote speaker, 250 participants and a total publicity of 720 media mentions
• Ιntegrated Digital Communication Strategy, which included the creation of new Social Media accounts, as well as the renewal of existing ones, with thematic sections and production of informative & educational content (posts, reels) across platforms
• Utilization of popular and influential content creators (K. Kintzios, G. Vagiatas, Ch. Kavallaris, etc.) to inform young people and increase registrations in TEKA
• Website renewal, content posting and creation of a special landing page including the registration platforms
• Implementation of a newsletter subscription form via the website, creation of a contact database and creative design of Newsletter templates for sending informational material
• Design and implementation of informational brochures and a comprehensive range of promotional materials
• Participation in DYPA Career Days events in Athens and Thessaloniki and conducting a webinar in collaboration with the Greek People Management Association (GPMA)
• Organization of an informational event at the Smart Park shopping center in Spata
• Distribution of informative brochures at 6 central points in Attica and selected Career Days events of kariera.gr
• Participation of TEKA’s running team in the Authentic Athens Marathon for two consecutive years, in 2023 and 2024
• Press Office services: creation of a media and journalist database, drafting and sending press releases, monitoring the publicity of TEKA

IMPACT

Optional enrolment of insured individuals in TEKA more than quadrupled after the communication campaign (241% increase in 2024, compared to 2023). Between September – December 2024, on TEKA website we achieved:

• 14.997 clicks on the Platform of transitioning to TEKA from the supplementary insurance of e-EFKA

• 5.548 clicks on the Platform of optional enrolment in supplementary insurance of TEKA

• 2.971 subscriptions to TEKA Newsletter

Our communication highlighted TEKA as a modern European insurance organization, creating new standards in supplementary insurance for young people in Greece. In addition, the follow-up survey conducted in February 2025 showed that the awareness of TEKA increased by 10% compared to the survey in November 2023.