Thoughts

Father Time, a figure usually associated with ushering out the old year, is given a new job in this year’s First Calgary Savings RSP advertising campaign and his new job is aging people. TV, radio, print, online banner ads, in-branch posters, and direct mail all poke fun at the common signs of aging, like getting wrinkles or losing hair.

The campaign is intended to make people stop and think about their retirement now because the future comes faster than anyone realizes.

According to the Print Measurement Bureau, 26% of Calgarians aged 25-39 don’t have any retirement savings. First Calgary Savings Marketing Manager Carol Rogalski says, 'It’s a concerning thought that more people aren’t preparing for the future. If we can get people to start saving for their retirement now, then we’ve succeeded.'