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Top 5 Campaign in Finance · June 2026
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Top 5 Campaign
Finance · June 2026

M&G Later Life Reframe

PR Campaign
Wednesday 5th March, 2025

M&G launched a consumer-facing campaign to ‘change the conversation’ about later life by releasing AI-generated stereotypical images of retirement alongside vibrant photographic portraits of active retirees, backed by research showing people find current portrayals uninspiring. The work aims to spark media coverage and public discussion to encourage earlier retirement planning and take-up of advice.

Why it worked: The side‑by‑side AI “stereotype” vs real‑life photo reveal created a visual before/after proof, anchored by fresh stats, begging coverage.

The lesson: Consider pitching a split‑screen “myth vs reality” test using AI or field photos plus one sharp stat to expose an outdated norm.

M&G
1 Source:

Coverage over time

How this story spread across the media

Publication Headline Date
ftadviser.com M&G launches campaign to change later life conversation - FTAdviser Wednesday 5th March, 2025
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