New campaign encourages people to plan for
their financial future
WASHINGTON ,
Nov. 2,
2023 /PRNewswire/ -- According to a
new AARP survey, more than 1 in 5 (22%) adults have no
retirement savings. Nearly 2 in 3 (64%) are worried that they will
not have enough money to last in their later years. Today, AARP and
the Ad Council launched "This Is Pretirement," a new, fully
integrated campaign that encourages those thinking about retirement
to plan for their financial future.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9094558-aarp-the-ad-council-psa-campaign-this-is-pretirement
"Pretirement" refers to the period in people's lives—typically
during their 40s and 50s—when they are closer to retirement than
they are to the start of their career and beginning to plan for the
next phase of their life.
The campaign is targeted toward people in their 40s and 50s,
encouraging them to think about retirement planning through a
series of Public Service Advertisements (PSAs) that highlight free
planning tools, including being able to receive a personalized
retirement savings action plan.
"Planning for retirement is daunting," said Mary Liz Burns, Senior Director of
Communications Strategy at AARP. "This is where Pretirement comes
in: it offers small steps that people can take now to help build a
more secure financial future and accomplish goals like paying off
debt, building an emergency fund, and understanding retirement
savings options."
Research shows that while 86% of working adults recognized the
importance of preparing for retirement, only about 40% feel they
are prepared to retire. Adults ages 50 and older report a
significant gap between what they have saved so far compared to
what they expect to need in retirement ($275K vs. $750K).
"Planning for retirement looks different for everyone and there
is no one right way to prepare,"
said Michelle Hillman, Chief
Campaign Development Officer at the Ad Council. "The new This Is
Pretirement platform empowers those in their Pretirement years—when
retirement feels closer than ever—to take control of their
financial future through small actionable steps."
The new creative was developed pro bono by adam&eveDDB
New York. The PSAs, titled "Fear
No More," feature a creature that serves as a physical
manifestation of the fear many individuals experience when thinking
about planning for retirement. The PSAs focus on a woman in
Pretirement who discovers her funky, furry friend that helps her
demystify retirement planning while showing her how to take small
steps to better prepare at ThisIsPretirement.org.
"We know that as many people enter their 40s, the mere thought
of retirement and preparing for the future can be scary. It's like
a monster in the closet. It will just keep getting scarier if you
ignore it," said Jason Ashlock and
Paulo Junger, Executive Creative
Directors at adam&eveDDB New
York. "But, if people start planning now for the future,
that metaphorical monster might turn out to be a sweetheart. To
bring that notion to life, our team created a monster that seems
scary at first but in fact, has some very practical and helpful
advice."
Since its July 2017 launch, AARP
and the Ad Council's overarching "Saving for Retirement" campaign
has received over $146 million in
donated media support. The new creative work will appear in donated
media nationwide in TV, radio, digital, out of home, print and
social-optimized video formats.
AARP.
AARP is the nation's largest nonprofit,
nonpartisan organization dedicated to empowering Americans 50 and
older to choose how they live as they age. With a nationwide
presence, AARP strengthens communities and advocates for what
matters most to the more than 100 million Americans 50-plus and
their families: health security, financial stability and personal
fulfillment. AARP also works for individuals in the marketplace by
sparking new solutions and allowing carefully chosen, high-quality
products and services to carry the AARP name. As a trusted source
for news and information, AARP produces the nation's largest
circulation publications, AARP The Magazine and AARP Bulletin. To
learn more, visit www.aarp.org/about-aarp/, www.aarp.org/español or
follow @AARP, @AARPenEspañol and @AARPadvocates on social
media.
The Ad Council
The Ad Council convenes creative storytellers to educate, unite and
uplift audiences by opening hearts, inspiring action and
accelerating change around the most pressing issues in America.
Since the non-profit's founding, the organization and its partners
in advertising, media, marketing and tech have been behind some of
the country's most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to
Waste, Love Has No Labels, Tear the Paper Ceiling and many more.
With a current focus on mental health, gun safety, the opioid
epidemic, skill-based hiring and other critical issues, the Ad
Council's national campaigns encompass advertising and media
content, ground game and community efforts, trusted messenger and
influencer engagement, and employer programs, among other
innovative strategies to move the needle on the most important
issues of the day.
To learn more or get involved, visit AdCouncil.org, join the Ad
Council's communities on Facebook, Instagram, LinkedIn and Twitter,
and view campaign creative on YouTube.
DDB WORLDWIDE
DDB Worldwide (www.ddb.com) is one of the world's largest and most
influential advertising and marketing networks which includes DDB
branded agencies, along with adam&eveDDB (London, Berlin, New
York), DM9 and Africa (both
in Brazil), alma (Miami), Mango, Track and Rodgers Townsend. DDB
has been named D&AD Agency Network of the Year for three
consecutive years 2023, 2022, 2021, and adam&eveDDB has been
named D&AD Agency of the Year 2023. In addition, DDB was
awarded Effie's US Agency of the Year 2022 and 2023, Asia Pacific
Network of the Year 2022 Spikes Asia, #3 Global Network of the Year
in 2022 and #1 Global Network of the Year in 2023 by the Cannes
International Festival of Creativity, Network of the Year ADC in
2021, Network of the Year El Ojo 2021 and 2022, as well as numerous
accolades from the industry's leading advertising publications and
awards shows. WARC has listed DDB as one of the Top 3 Global
Networks for 12 of the last 15 years. The network's clients include
Molson Coors, Volkswagen,
McDonald's, Unilever, Mars, Peloton, JetBlue, Adidas, Lucozade,
CALM, PlayStation, Marmite, Waitrose & Partners, and the U.S.
Army, among others. Founded in 1949, DDB is part of the Omnicom
Group (NYSE: OMC) and consists of approximately 10,000 employees
across over 140 offices in over 60 countries, with its flagship
office in New York, NY.
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SOURCE The Ad Council