New Manulife campaign features real-life stories of Canadians late to
WATERLOO, ON, May 27, 2013 /CNW/ - Today, Manulife Financial launched a
new national retirement solutions advertising campaign aimed at
encouraging the thousands of Canadians, aged 50-59, who are without
adequate retirement savings, to feel more comfortable about getting a
late start to planning.
The innovative campaign showcases the stories of Canadians who, between
50 and 59, realized that they were without adequate retirement savings
but who, through seeking and following financial planning advice, were
able to make a significant impact on their retirement savings.
"This is a different kind of retirement solutions campaign," said Nicole
Boivin, Manulife Financial's Chief Branding and Communications Officer.
"We wanted to create a forward-thinking campaign steeped in reality,
particularly for the 50-59 age group who may feel they haven't yet done
enough to prepare. So, you won't see vineyards, or Tuscany, or
travelling the world on a yacht in this campaign. It's about real
people because we thought that the best way to find out what retirement
really looks like was to talk to a range of Canadians coming to it from
In a recent Manulife Bank survey (released May 22), 82 per cent of
Canadians indicated that having sufficient retirement income was very
important to them. It ranked third only to "having good health" (94%)
and being "debt-free" (85%). The survey also found that just one in
five (21%) seek out professional financial advice in managing their
debt and day-to-day cash flow. Among those who do so, seven in ten
report that their advisor has helped them to create a plan for becoming
"Of course it's important to start planning for retirement early in your
career, but the point is that it's never too late to start planning,"
added Ms. Boivin. "We've used the real stories of Canadians to
demonstrate that it's never too late to begin planning and saving. We
hope that these stories, will reduce some of the reluctance Canadians
in this situation may feel about getting a late start to retirement
planning and that it will encourage and inspire them to take that
important first step,"
Meet our Retirees
The print and television campaign, which will run from May 27 through
August 26, features Canadian couples and singles from British Columbia,
Nova Scotia and Ontario who, due to various life factors, were only
able to focus on their retirement planning and savings efforts in their
50s. The Canadian profiles include:
Dennis and Willa, from British Columbia, are in their early 60s and married more than 40 years. Dennis has
worked since age 14 and will retire from his job as a gas fitter in
July 2013. Willa, who retired in April 2013, worked in clerical
positions throughout her career. The couple raised two daughters who
are now teachers. "Retirement, to us, always seemed so far away but
before we knew it, it was 10 years away and we decided that we needed a
firm plan for retirement," said Dennis. Their financial advisor helped
them to get on track for a financially comfortable retirement.
Joan, 67, of Halifax, Nova Scotia, had her children later in life. She and
her husband were focused on raising their children and they,
admittedly, were not thinking about retirement. "I was well below where
I should have been in terms of retirement savings by age 50 since I was
still submerged in child-raising expenses," said Joan. When her husband
died suddenly in 2004, Joan took early retirement from her marketing
career to focus on raising her two teenaged children alone. With a
reduced income, a small mortgage, one child in high school and one in
university, Joan turned to a financial advisor to help her draw up a
workable retirement plan which she continues to follow today.
Retirement Education Centre
To compliment the national advertising campaign, Manulife has also
launched a new online Retirement Solutions Centre on manulife.ca. The
interactive retirement hub includes an advice centre, videos and other
tools and calculators to help Canadians begin to plan for their
retirement. Visit www.manulife.ca for more information.
About Manulife Financial
Manulife Financial is a leading Canada-based financial services group
with principal operations in Asia, Canada and the United States.
Clients look to Manulife for strong, reliable, trustworthy and
forward-thinking solutions for their most significant financial
decisions. Our international network of employees, agents and
distribution partners offers financial protection and wealth management
products and services to millions of clients. We also provide asset
management services to institutional customers. Funds under management
by Manulife Financial and its subsidiaries were C$555 billion (US$547
billion) as at March 31, 2013. The Company operates as Manulife
Financial in Canada and Asia and primarily as John Hancock in the
Manulife Financial Corporation trades as 'MFC' on the TSX, NYSE and PSE,
and under '945' on the SEHK. Manulife Financial can be found on the
Internet at manulife.com.
SOURCE: Manulife Financial Corporation
For further information:
Manulife Financal Media Relations