AdCouncil + AARP: We Say Save It

We don’t just want to bring awareness to the problems women face when it comes to retirement and the larger financial system. We want to inspire them to take action—to create change.

Ad Council x AARP: We Say Save It

Year
2021

Agency
22squared

Role
Design, Animation, Production

OOH

Women aren’t bad with money. They’ve just been made to believe they are because society ignores them. Or in the off chance they do address this “forgotten middle” group of women, it’s in a way that’s patronizing rather than empowering. As a result, women are 80% more likely than men to be impoverished in retirement, if they retire at all.

This ugly truth led us to two simple words: Save It. That’s what women 40-60 years old need to tell all the people and institutions that demean their value. But it’s also what they need to do with their hard-earned money.

There are livelihoods at stake. So when we say Save It, we want to do it in a way that’s unapologetic.

Manifesto

“Women are bad with money.”
That’s what the world’s been saying for centuries.

But now, we’ve got something to say: Save it.

Save the old fashioned advice.
The empty excuses.
It’s a hunk of bull bigger than the one on Wall St.

To our fellow females: It's time to save ourselves by saving our money.
Contributing to our futures. Investing in our independence.
Until we’re no longer 80% more likely than men to be impoverished in retirement.

So again we say, “Save it.”
The falsehoods. The feelings of fault.
Then the funds.