A new survey by AARP reveals concerning statistics about retirement readiness: 61% of older adults worry they won’t have enough money for retirement, and 20% have no retirement savings at all. In response, AARP and the Ad Council have launched a new campaign called “The Pre-Game” to provide free retirement planning resources.
The campaign addresses significant gaps in retirement preparation. Nearly half of private sector workers lack access to employer-sponsored retirement plans, with even higher percentages among Black workers (52%) and Black women (only 49% have retirement savings compared to 61% of U.S. adults overall).
Award-winning actress Vanessa Estelle Williams stars in the new public service advertisements, which use card games as a metaphor for retirement planning. The ads encourage viewers to “play their cards right” by visiting ThisIsPretirement.org, where they can access tools to build a personalized retirement plan.
“Planning for retirement takes intention and initiative, but some may not always have the resources at their disposal to take action,” says Shani Hosten, Vice President of Audience Strategy at AARP. The campaign provides concrete steps to build financial security, including paying off debt and establishing emergency funds.
The PSAs, developed by creative agency Kitchen Table, will appear nationwide across television, radio, digital platforms, outdoor advertising, and print media. This initiative continues AARP and the Ad Council’s ongoing collaboration, which has received over $181 million in donated media support since launching in 2017.
For those feeling overwhelmed about retirement planning, ThisIsPretirement.org offers personalized insights and actionable steps to work toward financial security in later years, helping to close the retirement savings gap for all Americans.
