TIAA

The Situation

54% of Black Americans don't have enough savings to retire with dignity. This is not just any statistic, and this needed more than just any campaign. TIAA had to build a strong partnership and create a standout statement in order to begin the fight to #RetireInequality.

The Challenge

Hero combined forces with the Martin Agency to craft a hard-hitting awareness campaign, one that called upon the resourcefulness of an entire generation to begin educating themselves on, and making moves toward, building generational wealth and a legacy. Hero operated outside normal advertising channels, and activated our extensive network in the larger creative community.

What We Did

We did more than make a campaign. We made history. We anchored our campaign around a new, exclusive track from Wyclef Jean, that premiered on The Tonight Show With Jimmy Fallon in front of millions of viewers. “Paper Right” features a deep bench of collaborators like Flau’jae, Pusha T, Lola Brooke and Capella Grey, and was penned to inform, inspire and prompt conversations around retirement planning and building generational wealth. “Paper Right” is available on all streaming platforms, and for every stream, TIAA will be making a donation to @firstgeninvestors, a nonprofit organization teaching students the power of investing.