Retirement is one of life’s biggest transitions, yet for many people it’s a conversation they would rather avoid. The challenge was to get New Zealanders thinking about retirement in a way that felt positive and empowering, rather than reinforcing the fear and uncertainty that often surrounds it.

The campaign platform, Good to Know, reframed retirement planning around the simple idea that greater knowledge creates greater confidence.

The lead message, Retirement Thinking, captures the thoughts already circling in people’s heads. Colourful bubbles emerge from our protagonist to form objects representing the possibilities, questions and ambitions she is imagining for her retirement.

Rather than asking people to have everything figured out, the campaign encourages them simply to get started. AMP offers complimentary retirement consultations to help turn thinking into a plan, while practical tools answer one of the most important questions: how much could I have to spend each week?

Because when it comes to retirement, it’s Good to Know.