Planning for retirement is something every one of us seems to put off. But why? It turns out it’s often because it’s a topic we don’t understand. We feel nervous, not in control...it stresses us out. For AXA, helping them introduce a brand new retirement product designed specifically for educators, meant letting teachers know it was OK to be anxious. OK to be stressed. But that by partnering with AXA, they could be in control of their own futures. Positive, encouraging advertising messages on social posts, in direct mail, email, collateral and more helped teachers see that planning for retirement was something to embrace.
Fear creates stigma. We changed the message, the tone. It’s still about protection but not about being afraid.
We told them it’s where the really smart kids go. Suddenly, they’re clamoring to get their kids enrolled.