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MassMutual Taps RISD Students to Promote Retirement Savings

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Mass Mutual’s Retirement Services Division, a division within Massachusetts Mutual Life Insurance Company (MassMutual), Springfield, Mass., has begun to look for new ways to inform younger people about the importance of planning for their retirement.

MassMutual’s Retirement Services Division chose Rhode Island School of Design’s (RISD) graphic design students in the hope that they will be able to develop effective advertisements that encourage 20-somethings to better prepare for their retirement.

The campaign, which will be conducted as part of school’s Corporate Sponsored Studio: Designing Today For Tomorrow program, hopes to utilize the graphic design students in order to help the company cultivate original methods of reaching and instigating 20-somethings to more soundly prepare for retirement.

After travelling to the company’s head quarters in Springfield, Mass., the students were asked to create a campaign using both graphics and communication materials in order to help their generation better understand the importance of saving for retirement while underscoring the benefits of starting to save early.

“We came to RISD because these young thinkers aren’t hampered by old 20 century ways of thinking, and will come up with new and innovative ways to reach 20-somethings beyond what MassMutual alone can imagine. By developing action-inspiring messaging that speaks directly to those just starting, we can help ensure they are better prepared for retirement than those before them,” said Kris Gates, assistant vice president of participant and interactive marketing with MassMutual’s Retirement Services Division.


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