In 2012, the Swedish government allotted resources for early intervention for a restricted amount of new job-seekers. The requirement was that the Public Employment Service (PES) used a profiling instrument which could objectively select individuals with a high risk of long-term unemployment. Not everyone could come into question and resources should be targeted to those with the highest risk, independent of geographical location. The independence of geographical location entails an important difficulty in allocation of interventions at the local level.

We have developed three basic life situations for our customers: Save for retirement, Plan your retirement and Live with your pension. To think and plan for these situations helps us to provide better targeted information to our customers, develop the services they need and want, and also provides a natural starting point for our long-term planning. Our communication is also tailored to target groups within the framework of the respective life situations.

The Message Manual is a brochure, in both printed and digital format, where the majority, and the most important, of our messages to pensioners and pension savers are expressed in a simple way. The manual is a support for all who have direct customer contact, so we can ensure that our messages are common and uniform. The preparation process of the Message Manual is also an easy and practical way to agree internally on what messages we wish to communicate externally.