August 11th, 2023 By Vivi
Financial Solutions Provider and Legacy Makers Aim to #RetireInequality
For the first time, TIAA, a Fortune 500 financial services organization, proudly took the floor at Essence Fest to showcase its #RetireEquality campaign, aiming to bridge the 30% gender retirement gap and address economic inequalities affecting 54% of Black Americans’ ability to save for retirement.
Working with our agency partners at The Martin Agency, our team at Jack Morton, along with Vivi, Jack’s culture-forward consulting practice, helped bring TIAA’s presence to life through the “Legacy Makers Studio.” Jack Morton was responsible for bringing the booth design and build to life with production excellence, as well as brand ambassador casting and curation to ensure authenticity and relevancy to festival attendees. The team also delivered creative development support and strategic grounding on the Essence Festival of Culture property, along with integral audience insights.
The concept, inspired by TIAA talent partners musician Wyclef Jean, designer Fe Noel, choreographer, dancer Sean Bankhead and financial expert Lynnette Khalfani-Cox, demonstrated how a person’s achievements and career can leave a legacy for their family when coupled with financial preparedness and retirement planning.
With the alarming statistics serving as a backdrop, the talent partners joined TIAA to empower and inspire the festival attendees.
Within The Legacy Makers Studio were three distinct spaces, each featuring a celebrity “legacy maker” paired with different statistics on economic disparities. Musician Wyclef Jean’s studio teased a campaign song, while designer Fe Noel’s famed dress made of (faux) $100 bills was on display to highlight gender-based retirement disparities. Attendees enjoyed a mirrored studio where they danced with choreographer Sean Bankhead (on-screen) to encourage “retirement moves.”
In addition to exploring the legacies of TIAA’s partners, attendees had the opportunity to meet with TIAA Financial Professionals on site for personalized advice. TIAA also hosted engaging panel discussions and performances on the Global Black Economic Forum stage.
Attendees left TIAA’s Legacy Makers Studio feeling inspired to create their own legacies for their families and their communities as they plan for retirement.