Things We Love

The goal of the campaign is to reduce participants’ stress and anxiety around retirement savings, which will ultimately lead to deeper levels of engagement, increased confidence and trust, and better outcomes.

• overview
• creative process
• current mindset of users
• strategy
• campaign highlights
• insights

Our creative process for developing Things We Love is grounded in our unique interdisciplinary approach.

Things We Love invites people to contemplate their own retirement story without using complicated industry jargon, fearful messages, and without trying to push them into financial products or services.

Often people saving for retirement have the following mindsets:

• Low levels of trust in financial institutions.
• Lack of understanding about the basics of savings and investing.
• Low levels of self-confidence in financial decision-making.

The strategy for this campaign is based on: 1) building trust with savers, 2) increasing participants’ financial courage.

Unless we build trust, messages about the importance of saving more will simply fail to make a meaningful and emotional connection with audiences, and will not result in positive behavior change.

Things We Love campaign is comprised of the following elements.

“Flash Cards” (Set of 10), offering information and tips for successful retirement savings planning, (print and digital).

Life Map, inviting participant to find themselves in their own life journey, (print and digital).