NEW YORK, July 19, 2017 /PRNewswire/ -- Two in five
households headed by Americans age 55-64 have no assets saved for
retirement, according to the National institute on Retirement
Security.* To help address this savings shortfall, AARP and the Ad
Council are launching a Saving for Retirement campaign to empower
people to take control of their financial futures. The integrated
PSA campaign, created pro bono by FCB New York, will remind
consumers they have already demonstrated the financial savvy it
takes to tackle this challenge, and a new interactive online
resource at AceYourRetirement.org will provide personalized tips to
inspire them to take action.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8131051-aarp-ad-council-retirement-saving-psa/
"Retirement planning can sometimes leave people anxious,
confused or even paralyzed," said Debra
Whitman, Executive Vice President and Chief Public Policy
Officer, AARP. "This campaign will break down retirement savings
into easy, actionable steps for all Americans."
A recent survey conducted by AARP revealed that Americans are
getting the most out of every dollar in many areas in their life,
with 92 percent engaging in money-saving hacks, such as comparison
shopping, couponing, and signing up for customer reward programs.
However, fewer Americans have taken this penchant for saving and
applied it to their retirement. For example, only about a
quarter have completed easy retirement savings strategies such as
increasing their annual contributions to their retirement savings
by even one percent or rolling over any old employer-sponsored
retirement plans. And nearly three out of 10 Americans are
essentially leaving free money on the table by not contributing
enough to their employer-sponsored retirement plan to maximize
company match.**
The creative strategy for the PSAs was informed by the insight
that Americans are resourceful when it comes to getting the most
out of every dollar in their day-to-day life, but often fail to
demonstrate that same confidence when it came to getting the most
out of their retirement savings.
"For people who find their retirement savings so complicated
that they can't see how to have additional impact, this campaign
will serve as a 'cheerleader,'" said Gary
Resch, Executive Creative Director, FCB. "The creative
asserts that they've already cleared far trickier financial hurdles
in their life, and that they're more than equipped to handle this
one."
Taking an encouraging and empowering tone, the PSAs celebrate
financial milestones and successes these savvy consumers have
already aced—from home ownership and vacation planning, to
financing a child's education—and urge them to apply that same
financial know-how and gusto to get on track with their retirement
savings with tips from AceYourRetirement.org.
To inspire people to take action, AceYourRetirement.org breaks
down the retirement savings process into easy, actionable steps.
After answering a few questions about their savings and goals, each
user will receive a personalized Action Plan that highlights three
practical next steps. The recommendations cover a wide range of
topics, such as how to get the most out of a workplace retirement
plan, how to turn a hobby into a source of income during
retirement, or how to have a conversation with family members about
getting on the same financial page.
"Though saving for retirement can seem intimidating, this
campaign can help people recognize just how financially savvy they
can be," said Lisa Sherman,
President and CEO of the Ad Council. "We are thrilled to partner
with AARP and FCB New York to help people better their financial
futures."
The new creative will run in donated time and space, per the Ad
Council's model. They are available in TV, radio, print, outdoor
and digital formats nationwide.
To receive your personalized retirement savings action plan,
visit AceYourRetirement.org.
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 nearly 38 million members and offices in
every state, the District of
Columbia, Puerto Rico, and
the U.S. Virgin Islands, AARP
works to strengthen communities and advocate for what matters most
to families with a focus on 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
world's largest circulation publications, AARP The Magazine
and AARP Bulletin. To learn more, visit www.aarp.org or
follow @AARP and @AARPadvocates on social media.
The Ad Council
The Ad Council is a nonprofit organization with a rich history of
marshaling volunteer talent from the advertising and media
industries to deliver crucial messages to the American public.
Having produced literally thousands of PSA campaigns addressing the
most pressing social issues of the day, the Ad Council has
effected, and continues to effect, tremendous positive change by
raising awareness, inspiring action and saving lives. To learn more
about the Ad Council and its campaigns, visit AdCouncil.org, like
us on Facebook, follow us on Twitter or view our
PSAs on YouTube.
FCB
FCB (Foote, Cone & Belding) is a global, fully integrated
marketing communications company with a heritage of creativity and
success dating from 1873. Based on a deeply developed understanding
of diversified local markets and global cultures, FCB focuses on
significantly changing consumer behavior to the benefit of its
clients, its people and society. With more than 8,000 people in 109
operations in 80 countries, the company is part of the Interpublic
Group of Companies (NYSE: IPG). Learn more at www.FCB.com and
follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB
Global).
DATA SOURCES:
*NIRS analysis of 2013 Survey of Consumer Finance;
http://www.nirsonline.org/storage/nirs/documents/RSC%202015/final_rsc_2015.pdf
**AARP/Ad Council survey, 2017. The study was conducted online
in GfK's Omnibus using the web-enabled "KnowledgePanel," a
probability-based panel designed to be representative of the US
general population, not just the online population. The study
consisted of 1,507 nationally representative interviews conducted
between June 2-4. 2017 among adults
aged 40-59, with a household income of $40k-$99k who are currently employed/not retired.
The margin of error is +/-2.5 percentage points.
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SOURCE Ad Council
