4.01K Race for Retirement
In 2015, Prudential decided to hold a road race. A 4.01 Kilometer race to raise awareness and spur some action to close the retirement gap. Because as it turns out, that the vast majority of us will not be prepared for retirement when it gets here.
Year one saw a race, held in Washington, D.C., get battered by a hurricane. But the next year we were back and better than ever. Registration sold out and 8,000 runners met us at the Rose Bowl. The race entry fee? A commitment to up your contribution to your retirement account by 1%.
Our 4.01k ended in carnival-style activities, that helped break down complex and tedious financial lessons into terms people could understand.
We raised a potential $2.9 billion for retirement.
After the DC race, our studies showed that 73 percent of the city’s residents became more aware of how important it is to start actively contributing to a retirement plan. Nearly 20 percent increased their retirement contributions.
2016 D&AD Impact Award • 2018 Effie Award for Sustained Success