MassMutual | Cultural Tentpoles | 2022
Extend the Uncomfortable Truths campaign to create visibility & solutions for the uncomfortable truths key affinity audiences experience during relevant times of year: Black History Month, Women’s History Month, & Pride.
THE ASK
Hatch Awards | Bronze, Merit
AWARDS
Black History month
Call your parents
Call your Kids
Black Millennials are the first generation to nearly close the racial investing gap, but generational wealth transfer conversations still aren’t happening, from parent to child, & vice versa.
THE INSIGHT
Get a trusted voice of Black Millennials & their parents (Billy Dee Williams) to encourage them to talk to each other (kids to parents, parents to kids) about generational wealth transfer with MassMutual heroing the message.
THE IDEA
Women’s History month
Despite much evidence to the contrary, 65% of financial articles targeted to women depict them as excessive spenders, mirroring a myth society & culture continue to perpetuate.
THE INSIGHT
Use the same media that have perpetuated this myth to call for its correction, with attention-grabbing headlines on cover-wraps & op-eds in the paper & online written by MassMutual.
THE IDEA
Pride
THE INSIGHT
LGBTQ+ couples have different, challenging, & often more expensive paths to parenthood that go misunderstood & under-represented in the media.
Surrogacy & other alternatives can cost over $100,000.
LGBTQ+ parents have 10% lower net worths vs. their heterosexual peers (despite comparable incomes), due in part to the investment it took to have a child.
Give LGBTQ+ parents & prospective parents tools to discuss the many different ways LGBTQ+ families come to be with a story fit for LGBTQ+ parents & their kids, & offer MassMutual as a potential partner to start saving with.
THE IDEA