• by Larissa Faw , October 25, 2019

AARP and the Ad Council are tailoring a new retirement awareness campaign to reach African-American/Black women who are woefully unprepared with their financial savings.

Less than 25% of Black households have amassed more than six months of emergency savings and only 35% of African-Americans believe they are doing a good job of preparing for retirement.

The “Tribute to Our Sheroes” creative, developed with Joy Collective, serves as a straight-talking, informational campaign that celebrates older Black women as "Sheroes" in the lives of their friends and family members.

TV spots include viewpoints from daughters, husbands, and girlfriends. All ads direct viewers to  www.AceYourRetirement.org/Shero to take a short quiz to evaluate their current retirement savings efforts. Based on these results, they will then be provided with personalized tips relevant to their specific goals.

Sample the work here.
 
The donated media buy includes commitments from Sling TV, Hello Beautiful Digital, LinkedIn and out-of-home via Intersection.