Prudential | Race For Retirement

2016 D&AD Impact Award • 2018 Effie Award

One in three Americans is falling dangerously behind in saving for retirement. So Prudential asked Droga5 to change how people think about this complex topic. I was a Creative Lead on the Race for Retirement, an event and integrated campaign that treated retirement like the important cause that it is.



We inspired thousands of people to run 4.01K and save more for their 401(k). 


Too many Americans aren't saving enough for retirement. So we raised awareness like you might for any cause: with a run. And the entry fee? A commitment to donate just 1% more of your income to retirement.





We turned the race course into the latest Prudential experiement.


We placed YES/NO gates throughout the race put saving more in perspective. By the end of the race, everyone was running through the YES gate, saying they could save 1% more for retirement.  



The race was our centerpiece, but the post-race festival was the real fun.


We helped runners learn more about saving for retirement with a series of games and activities, including a concert to wrap things up.



The event kicked off a national integrated campaign.


We used the momentum created by the Race to kick off a multiplatform campaign that inspired people across the country to save 1% more for retirement, including TV spots that started running two weeks later.





The campaign changed how people looked at retirement by positioning it as a very important cause that needs your attention.


We partnered with MapMyFitness so that anyone, anywhere, could run a 4.01K for their 401(k). 




All added up, runners saved over $1 billion for their retirements. 


Within a month, tens of thousands of Americans had pledged to save 1% more, adding up to over $1 billion for their future selves.



Before the national campaign, we created a separate local campaign that convinced runners in DC to sign up.


To throw an event this big, we needed runners. So we developed a campaign that had its own unique tone of voice and look & feel. 



After the race, our country is more prepared for retirement. 


Nearly 200,000 people have run a total of 486,000 miles to raise awareness for America's retirement challenge. Collectively, their pledges to save more could grow to over $1 billion in additional retirement savings.

The message didn’t just connect with runners—it resonated throughout the entire DC community. 


• 73% said the Race for Retirement raised their awareness of the importance of actively contributing to a retirement plan
• 20% said they spoke to others about the importance of saving for retirement
• 10% of said they began contributing to a 401(k) plan
• 17% said they increased their retirement contributions
• 20% said they intended to increase their retirement contributions



Beyond DC, the Race for Retirement gave the press a lot to talk about... and earned a D&AD Impact Award.


Credits:
Agency: Droga5
ECD: Kevin Brady
ACD/AD: Andy Grant
ACD/CW: Nathan Archambault
Broadcast Production Company: Reset
Editorial: Work Editorial
Post Production: The Mill
Experiential Production Companies: IMG/IMGL