Ministry of Social Affairs of Estonia – Instagram Highlights Series for The Pension Wisdom Campaign

The Ministry of Social Affairs of Estonia plays a key role in ensuring the well-being and sense of security of the Estonian people. Its work spans healthcare, social protection, working life, and the pension system—offering support and clarity on key issues at every stage of life.

But how do you explain a complex and multifaceted topic like the pension system in a way that’s easy to understand and reaches people directly in the digital spaces they use every day?

How do you communicate clarity and reliability within the fast-paced and fragmented world of social media? And how do you make pension-related content stand out on the Ministry’s Instagram page, where pensions are just one of many topics shared?

We approached this challenge with a user-centered mindset. The result: a 9-story Instagram Highlights series on pension wisdom. These visually engaging, concise, and thoughtfully designed stories offer a quick overview of how the Estonian pension system works. The content is easy to absorb and smoothly guides users toward more in-depth and detailed sources.

Interactive elements and links to key websites help users dive deeper into the topics that matter most to them in the moment. The Instagram Highlights format allows us to present complex information in a way that remains simple, structured, and user-friendly.

Explore the Pension Wisdom Highlights we created on the Ministry of Social Affairs’ Instagram page—or scroll down to view them here