• by Larissa Faw , September 24, 2018

The Alliance For Lifetime Income is partnering with Campbell Ewald to raise awareness about a new collective of 24 insurance and financial companies joined together to address Americans' financial futures.

The creative features real people with interesting and daring jobs -- such as race-car-driver Elaine. and underwater shark photographer James -- who say they take risks with their jobs, but not with their retirement. "Which is why I invest with an annuity."

The ads end by directing visitors to RetireYourRisk.org.

"The strategy behind the work is simple: We are shifting from a mind set of accumulation to thinking about planning for protected income in retirement. Since people’s expectations of retirement have changed, so should their planning and portfolio approach," said Kari Shimmel, CMO-lead planner for Alliance For Lifetime Income, Campbell Ewald.

The campaign comes to TV for the first time, including "Monday Night Football," following this summer's inaugural push via print, digital, and radio.