01/17/2024

AARP Airs PSAs to Encourage Retirement Savings

The campaign responds to research that reveals pervasive financial worries

Recently, AARP launched a campaign designed to gently frighten more Americans into thinking about their retirement planning.

In November, the membership association for Americans 50 and older debuted "This Is Pre-tirement," an ad campaign designed to encourage people in the 40s and 50s to think about their retirement plans. A July 2023 AARP survey found that 22 percent of adults have no retirement savings, and nearly two-thirds (64 percent) worry they will not have “enough money to last through their later years,” according to a release about the campaign.

"This Is Pre-tirement" was developed in collaboration with the Ad Council, a nonprofit that produces national public-service campaigns. The television and online clip, titled "Fear No More," uses a furry, intimidating creature inspired by Where the Wild Things Are and Labyrinth to symbolize the anxiety many have around retirement planning. The ad was developed pro bono by the advertising firm adam&eveDDB New York.

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