RTOERO, a non-profit retirement advocacy and education sector insurer, is explaining the retirement journey in a new campaign.

Conceptualized and produced by longtime agency partner Camden, the bilingual national campaign comprises a trilogy of videos addressing critical retirement planning considerations like financial planning, retirement decisions and lifestyle adjustments.

Thomas Magny, VP of creation and partner at Camden in Toronto, tells strategy that it conducted workshops with hundreds of stakeholders, and in doing so found the issue of retirement consistently came up as being on people’s minds. He says the workshops found that many have no idea about how to start thinking about retirement and what a good retirement plan is.

“You need some kind of idea where to start,” Magny says. “We really crafted our campaign around this insight, and bringing these existential questions to the forefront.”

Magny explains that Camden is “always trying to push the limit,” and through its partnership with Moonstruck Studios, it was able to craft a unique and colourful visual aesthetic for RTOERO (Retired Teachers of Ontario/Les enseignantes et enseignants retraités de l’Ontario), all “without the biggest budget in the world.”

Money, health and community are three sources of fear when it comes to retirement, with the latter particularly a concern for the socially-engaged community of education workers who have spent their working lives interacting with not just colleagues, but with hundreds of students throughout a career.

Magny says that RTOERO is looking to engage maximally across three demographics, in this digitally-led campaign that also includes connected TV, programmatic and print advertising, with specialized and niche media.

He adds that as RTOERO is becoming more well-known nationally, this is less of an awareness campaign.

Previous work for the non-profit, also by Camden, talked about exactly what kinds of stakeholders could participate in the organization, which extends beyond teachers to include educational workers of all stripes.

RTOERO, founded by Ontario teachers in the mid-1960s, has a variety of insurance offerings, resources and hosts retirement planning workshops. It also does education advocacy and offers community grants and scholarships.

Ad spend for RTOERO on the campaign is in line with previous spring and summer efforts. Camden handled the media buy, as well as creative.