Education

Saving for Retirement

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America is facing a looming retirement savings crisis, and future generations will have a lower standard of living due to financial insecurity.

People 50 and older are the fastest growing age segment in America, and they can expect to pay for a longer retirement. Yet nearly seven in 10 Americans approaching retirement having less than a year’s income saved.

Since 2017, we have empowered adults 45 to 60 to prepare for their retirement. The campaign directs viewers to a three-minute online chat with Avo, a friendly digital retirement coach. After completing the chat, viewers receive a personalized retirement savings action plan with free tips to help them take charge of their financial futures today.

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Sponsors
AARP
Agencies
22squared, JOY Collective, Ad Council Content Studio, Wordsworth & Booth, FCB NY, Tongal, HYFN
Key Audiences

Women

Negative stigmas around women and money have decreased women’s confidence to save for their retirement. Because of decades of old-fashioned advice about money, women are 80% more likely than men to be poor in retirement. The campaign’s new “We Say Save It” creative empowers women to take control of their futures by investing in their independence and encourages women to learn more at WeSaySaveIt.org.
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African-American/Black Women

57% of African-American/Black households have no retirement savings, and African-American/Black women in particular are facing a retirement crisis. Wage gaps due to racial and gender disparities have lowered income earning potential, and a lack of financial- and investment-related education has resulted in uncertainty about how to prepare for retirement.

Assets

Television
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Radio
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Banner Print
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Out Of Home
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Online Video
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