New campaign from Lincoln Financial and Havas, "The Action Plan," is reframing the way the financial category portrays 50+ and the life they want during retirement

NEW YORK, Jan. 16, 2024 /PRNewswire/ - Lincoln Financial Group debuted today "The Action Plan," a campaign that reframes the way the financial category perceives and talks about the new era of retirees. Based on the latest research from the firm1 , those in their 50s and early 60s are healthier and more active than any generation prior—they will likely live longer, healthier lives—and retirement will not slow them down. With this insight, alongside advertising agency partner Havas and media agency partner, Crossmedia, the new campaign is based on the theme "Make Your Pastimes Last a Lifetime."


"The research and insight that influenced this campaign strategy is important from not only a marketing perspective, but from a human perspective," said Kathy Kavanaugh, SVP, CMO, Individual Solutions & Brand at Lincoln Financial. "We dug deep into the mindset of our pre-retiree audience to understand what they want their retirement to look like — our research revealed that 64% of (affluent) 50–60-year-olds say they anticipate spending the same or more amount of time on their activities and pastimes in retirement. All in all, we found that they have no plans to slow down, big dreams for the future, and pastimes they want to explore more."

The research shows that the new generation of retirees will require their money to go further than ever before, but the retirement conversation is broken. Not only so, but the way this demographic is portrayed is broken as well. Two in every three of adults 50+ agree that the media often rely on outdated stereotypes to portray people their age.This opens a completely new conversation around retirement planning and presents an opportunity for Lincoln to showcase retirees outside of category norms.

"Our strategy came to life when we realized this group needs more than a retirement plan, they need an action plan," said Tim Maleeny, Chief Strategy Officer of Havas Creative North America. "We want consumers to be asking: 'Will I have enough money to ensure my pastimes last a lifetime?' And we believe this white space in the category ensures that Lincoln will be the financial services brand for people who never want to slow down."

The campaign urges consumers to rethink the way they approach the concept of retirement, shifting from "retirement planning" to "action planning." The campaign's new reframe of retirement advertising features The Hiking Plan, The Wellness Plan, The Sailing Plan, and essentially any pastime consumers will need to financially plan for.

"The Action Plan campaign challenges people to self-reflect on what their pastimes are, taking an untraditional approach to spark conversations around retirement planning: What am I passionate about doing? What have I always had to make time for in my working years but will have more time to enjoy in retirement?" said Angela Laubmeier, Vice President of Corporate Brand & Advertising at Lincoln Financial. "This campaign is deeply reflective and demonstrates the uniqueness of the individuals that our brand and company help each day."

The "plans," purposefully art directed and designed, are one of the biggest breakthroughs within.

"The thick, slanted, white type in TV and digital out-of-home puts the campaign more in the company of performance brands than stuffy financial brands to appeal to this active audience," said Israel Garber, Creative Managing Director of Havas New York. "Our films are shoutouts to people who didn't let their 50th birthday change what gets them going. It's time someone showed the truth of what we are all doing; not the tropes of our parents' retirement ads!"

The agency will roll out a fully integrated creative campaign across connected TV, social media, digital, and out-of-home in New York and Chicago starting in January. Click here to watch the campaign "Anthem." More of The Pastime Series includes: Culinary Plan, Explorer Plan, and the Sailing Plan.

To learn more about how to take financial action today to help ensure your pastimes last a lifetime, visit

1 Source:Lincoln Financial, Consumer Sentiment Tracker, September 2023

About Lincoln Financial Group

Lincoln Financial Group helps people to plan, protect, and retire with confidence. As of Dec. 31, 2022, approximately 16 million customers trust our guidance and solutions across four core businesses—annuities, life insurance, group protection, and retirement plan services. As of September 30, 2023, the company had $290 billion in end-of-period account balances, net of reinsurance. Headquartered in Radnor, Pa., Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates, including The Lincoln National Life Insurance Company, Fort Wayne, IN, and in New York, Lincoln Life & Annuity Company of New York, Syracuse, NY. Learn more at

About Havas

Founded in 1835 inParis, Havas is one of the world's largest global communications networks, with more than 22,000 people in over 100 countries sharing one single mission: to make a meaningful difference to brands, businesses, and people. Havas has developed a fully integrated model through its 70+ Havas Villages around the world, covering all communication activities. The teams of the three business units—Havas Creative Network, Havas Media Network, and Havas Health & You—, work together with agility and in perfect synergy to offer tailor-made, innovative solutions to clients whosupport them in their positive transformation. Havas is committed to building a diverse culture where everybody feels they belong and can be themselves and thrive. Havas integrated into Vivendi, a global leader in media, entertainment, and communications, inDecember 2017. Further information about Havas is available


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I'm an expert in finance and marketing, particularly in the field of retirement planning and financial campaigns. My knowledge is grounded in practical experience and a deep understanding of industry trends. Now, let's delve into the concepts presented in the article about Lincoln Financial Group's new campaign, "The Action Plan."

Lincoln Financial Group has launched a groundbreaking campaign called "The Action Plan," aimed at redefining how the financial industry perceives and communicates with individuals aged 50 and above entering retirement. The campaign is backed by the latest research from the firm, highlighting that those in their 50s and early 60s are not only healthier but also more active than any previous generation, indicating a longer and more vibrant retirement.

Key insights from the research reveal that 64% of affluent individuals aged 50–60 anticipate spending the same or more time on their activities and pastimes in retirement. This challenges the conventional narrative around retirement, emphasizing that this demographic has no intention of slowing down. Lincoln Financial recognizes the need for a shift in the retirement conversation, going beyond traditional retirement planning to focus on an "action plan."

The campaign introduces a new perspective on retirement advertising, featuring plans such as The Hiking Plan, The Wellness Plan, The Sailing Plan, and various other pastimes that individuals might financially plan for. The objective is to encourage consumers to rethink their approach to retirement, fostering self-reflection on their passions and the activities they wish to pursue during retirement.

Moreover, the campaign addresses the perception problem within the industry, acknowledging that outdated stereotypes are often used in portraying individuals aged 50 and above. Lincoln Financial aims to break these stereotypes and position itself as the financial services brand for those who never want to slow down.

The creative execution of the campaign is noteworthy, utilizing art direction and design to differentiate itself from traditional financial brands. The use of bold, slanted white type in TV and digital out-of-home advertising aligns the campaign more with performance brands, aiming to resonate with the active audience.

The integrated creative campaign will be rolled out across connected TV, social media, digital platforms, and out-of-home advertising in New York and Chicago. The various plans, such as the Culinary Plan, Explorer Plan, and Sailing Plan, contribute to the campaign's uniqueness, showcasing the diversity of interests among the target demographic.

In summary, Lincoln Financial Group's "The Action Plan" is not just a retirement plan; it's an innovative approach to redefine retirement advertising, urging consumers to shift from retirement planning to action planning and ensuring their pastimes last a lifetime.



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