AARP x AdCouncil : The Pre-Game
Everyone in their Pretirement years should plan with purpose when saving for retirement; however, according to AARP data, 1 in 5 Americans have no retirement savings at all and additional research shows that roughly half of Black women lack retirement savings.
As part of the ongoing #ThisIsPretirement campaign with AARP we collaborated with Kitchen Table to produce “The Pre-Game" PSAs to raise awareness of the free customizable retirement planning resources available at ThisIsPretirement.org.
The PSAs tap into the pastime of card games as a metaphor for preparing for one’s future. It features a woman in her Pretirement years — portrayed by award-winning actress Vanessa Estelle Williams— laying out a game as she encourages audiences to play their cards right by planning for retirement.
Along with the spot, we developed a matching photography bank for both campaign use and for OOH and digital purposes.
“The campaign represents the return on impact that’s possible when there are passionate partners like this at both ends of the table – to create a more evenly cut deck in culture so we can all win. The campaign is rooted in the fact that Black women are less likely to report having retirement savings compared to US adults overall. Even when the cards are stacked against us, it’s vital we focus on the end game for our future and the generational wealth that can leave a legacy.”
Art Direction: Ashley Bozeman + Ambika Sanyal Design: Ashley Bozeman Copywriting: Idara Akpan Creative Direction: Gabrielle Sheridan + Dabo Che Agency: Kitchen Table