“Pretirement” refers to the period in people’s lives – typically their 40s and 50s – when they are closer to retirement than the start of their career and planning for the next phase of life

WASHINGTON , March 13, 2025 /PRNewswire/ — According to a recent AARP survey, 61% of older adults are worried they will not have enough money to support themselves in retirement, and 20% of older adults have no retirement savings at all. To help people plan for retirement and boost their financial security, today the Ad Council and AARP are launching new public service advertisements (PSAs), titled “The Pre-Game,” to raise awareness of free retirement planning resources at ThisIsPretirement.org.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/ad_council/9293851-en-ad-council-aarp-retirement-planning-among-people-in-pretirement-years

AARP research shows that 47% of American private sector workers, and 52% of Black working adults, lack access to a retirement plan through their employer. Additional research shows that just 49% of Black women have retirement savings, compared to 61% of U.S. adults overall. The new PSAs provide information on how to access retirement savings tools and ultimately, to close the retirement savings gap.

The PSAs tap into the pastime of card games as a metaphor for preparing for one’s future. It features a woman in her Pretirement years — portrayed by award-winning actress Vanessa Estelle Williams— laying out a game as she encourages audiences to play their cards right by planning for retirement. Viewers are directed to ThisIsPretirement.org to start building their retirement plan and work their way to the win. The PSAs were developed pro bono by Kitchen Table, a full-service creative marketing agency.

“We know that planning for a secure retirement takes intention and initiative but some may not always have the resources at their disposal to take action,” said Shani Hosten, Vice President of Audience Strategy at AARP. “This is Pretirement provides steps for people to take now to build a more secure financial future and accomplish goals like paying off debt and building an emergency fund.”

“Planning for retirement can feel overwhelming — especially if you don’t know where to start,” said Michelle Hillman, Chief Campaign Development Officer at the Ad Council. “This is Pretirement helps people to set up goals and work their way to the win with retirement savings though resources, personalized insights and actionable steps everyone can take to plan for their financial future. We’re so proud to partner with AARP and Kitchen Table on this powerful new work to reach important audiences.”

“This work speaks to the very mission Kitchen Table was built for – so we all have a seat,” said Gabrielle Shirdan, Founder and Chief Creative Officer at Kitchen Table. “The campaign represents the return on impact that’s possible when there are passionate partners like this at both ends of the table – to create a more evenly cut deck in culture so we can all win. The campaign is rooted in the fact that Black women are less likely to report having retirement savings compared to US adults overall.  Even when the cards are stacked against us, it’s vital we focus on the end game for our future and the generational wealth that can leave a legacy.”

The This is Pretirement campaign is a part of AARP and the Ad Council’s ongoing partnership focusing on helping adults close their retirement savings gap. Since its July 2017 launch, this effort has received over $181 million in donated media support. The new creative work will appear in donated media nationwide in TV, radio, digital, out of home, print and social-optimized video formats.

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 a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: 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 nation’s largest circulation publications, AARP The Magazine and AARP Bulletin. To learn more, visit https://www.aarp.org/about-aarp/, https://www.aarp.org/espanol/ or follow @AARP, @AARPenEspañol and @AARPadvocates on social media.

The Ad Council
About the Ad Council
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, Friends Don’t Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council’s communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.

Kitchen Table
Kitchen Table is a full-service creative marketing agency built so all brands have a seat – focusing on brands that are founded or for people of color. As a collective of cultural chefs, creators, makers and conversation starters, the agency represents the distinction between “marketing to” the culture and “marketing for” the culture. Recent clients include Bevel, Issa Rae’s Sienna Naturals and Viarae, Eve By Bozoma Saint John, Fifteen Percent Pledge, Hebru Brantley x Adidas, Madam CJ Walker, StatusPRO and more.

Kitchen Table is also a part of Heir Loom, a new holding company in the advertising industry. Heir Loom is a collective of cutting-edge and culture-led marketing, media and creative communication companies, designed to deliver innovative and omni-channel solutions, not only at the speed of culture, but at the need of culture. Heir Loom is a more efficient and effective alternative to the current traditional marketing ecosystem.

SOURCE The Ad Council