Pretirement Campaign Toolkit
Here you'll find everything you need to help us extend the reach of this important campaign. We have included the PSAs and videos, helpful tips on engaging media partners and other partners in your local community, and more.
About the campaign
The "This Is Pretirement" campaign is part of AARP and the Ad Council's "Saving for Retirement" public service campaign, which launched in 2017, with a focus on encouraging those nearing retirement to take steps to prepare for their financial future. This campaign identifies the period in your life where you are closer to retirement than you were at the start of your career; “Pretirement” is the time when you need to focus on planning for your retirement years.
The 'Pre-Game' asset suite, which launched in March of 2025, is the latest iteration of work developed for the This Is Pretirement campaign. The PSAs tap into the pastime of card games as a metaphor for preparing for one’s future.
The campaign directs viewers to the Build Your Plan and Take a Quiz page within ThisIsPretirement.org, where they can find resources to create a free personalized action plan for saving for their retirement.
The 'Pre-Game' asset suite, which launched in March of 2025, is the latest iteration of work developed for the This Is Pretirement campaign. The PSAs tap into the pastime of card games as a metaphor for preparing for one’s future.
The campaign directs viewers to the Build Your Plan and Take a Quiz page within ThisIsPretirement.org, where they can find resources to create a free personalized action plan for saving for their retirement.
Resources to promote the campaign
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Campaign fact sheetA one-page fact sheet that includes background information on the campaign
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Campaign talking pointsThis document provides simple talking points to help discuss the campaign in a coordinated and consistent way.
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Press releaseRead our press release for more information on our retirement campaign.
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Customized live announcer copyCustomize and share live-read radio scripts for opportunities with local radio stations.
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How to Get PSAs PlacedLearn more about the Saving for Retirement campaign and promoting these PSAs to media partners.
Frequently Asked Questions
- What is the Retirement campaign?
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Ad Council and AARP have collaborated to create “This Is Pretirement,” a fully integrated campaign that encourages those thinking about retirement to plan for their financial future.
“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 are beginning to plan for the next phase of their life. - Who is the target audience for the Retirement campaign?
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The target audience for this campaign is 40s and 50-somethings who have time left to save and plan. They are part of the “underserved middle” with an annual HHI income of $40-$119K. Many people within our audience are dealing with a challenging economic climate, are not saving for retirement, and don’t know where to start.
New AARP research shows 52% of Black working adults lack access to a retirement plan through their workplace, and additional research shows that just 49% of Black women have retirement savings, compared to 61% of U.S. adults overall. So, the Pre-Game PSAs are designed to resonate with Black women to encourage them to access retirement savings tools. - Why is the Retirement campaign important?
- According to an AARP survey, more than 1 in 5 (22%) adults have no retirement savings. And nearly 2 in 3 (64%) are worried that they will not have enough money to last in their later years.
- What are the Retirement campaign objectives and what is the main message?
- The campaign objectives are to 1) Motivate adults to better prepare for their long-term financial security so they can lead independent and comfortable lives as they age and 2) Drive urgency and action by showing audiences how Pretirement is now, encouraging them to actively engage in preparing for their financial future.
- Where can I learn more about the Retirement campaign? Can you tell us about the tools available on the website?
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Visit ThisIsPretirement.org for free resources to help you customize your retirement savings action plan.
The website offers visitors the opportunity to take a quiz and receive personalized saving and planning tips to help them take small steps toward their financial goals. - How do I get copies and access the Retirement campaign public service announcements?
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All PSAs are available for preview and can be accessed by media supporters on our site.
To download our PSAs, you will be required to sign up for assets here and create a new username and password. You can browse and preview our PSAs by using our enhanced search functionality, including faceted search with new filter options. You can search by "Campaign", "Asset" and/or "Media Type." You can also use the advanced search or keyword search for more options. Once you find the PSAs you are interested in and you are ready to download you will be required to sign in using your username and password.
AdCouncil.org Features Include:- TV, Radio, Online/Mobile, Print & Out Of Home formats available - including broadcast quality HD + SD TV spots
- Enhanced search functionality, including faceted search with new filter options
- Cart feature with options to download PSAs from cart, email PSAs from cart, or save PSAs to your FTP server
Contact
For more information, please reach out to your contact at AARP. For other inquiries, contact Jane Benkelman, Assistant Campaign Manager, The Ad Council, jbenkelman@adcouncil.org. For questions related to specific media requests, you may also contact the Ad Council media team.
