Hibernian Life & Pensions announced the beginning of a new advertising campaign to "highlight the importance of saving to sustain current lifestyle habits,' said a statement today.

The campaign targets 25 to 44 year olds and will show some of the fund choice provided by the Hibernian pensions product range, for example their High Yield Equity Fund, Property Funds and Socially Responsible Investment Funds.

The campaign began on 25th September and will run until 16th November 2006.

In a statement Gareth McQuillan, product development and marketing director of Hibernian Life & Pensions said, "We also examined the attitudes of the middle aged in Ireland to pensions and found that, 60% of Irish 40 to 60 year olds wished they had started.'

He continued, The advertising campaign we are launching this week is targeting 25 to 44 year olds many of who typically defer starting a pension without recognising the consequences this may have on their lifestyle in the future.'