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New Campaign From Lincoln Focuses on Women

From saving more for retirement to buying life insurance to taking advantage of group benefits that are offered at work, this initiative will provide consumers with actionable takeaways.

By PLANADVISER Staff editors@strategic-i.com | March 29, 2017

Lincoln Financial Group announced the launch of an integrated, business-wide campaign that helps empower women to take charge of their personal and financial futures.

The multi-pronged outreach cuts across various internal and external platforms, and its overarching goal is to create awareness and engage consumers, advisers and employees on a range of important topics.

Much of Lincoln Financial’s activities are informed by findings related to women from its 2016 M.O.O.D. of America (Measuring Optimism, Outlook and Direction) survey

  • Eighty-eight percent feel they are more motivated to plan for the future when they have a better understanding of the options;
  • Righty-one percent say they feel empowered when planning for their financial future;
  • Thirty-six percent use a financial professional as a source of advice for financial information;
  • Sixty-eight percent feel they are totally doing a good job planning for retirement versus 76% of men; and
  • Fifty-four percent feel totally prepared for retirement versus 67% of men.

In an upcoming campaign, the company will share steps women can take to achieve enhanced financial outcomes. From saving more for retirement to buying life insurance to taking advantage of group benefits that are offered at work, this initiative will provide consumers with actionable takeaways.

In addition, the outreach extends into social media, where women can join the conversation on Twitter using the hashtag #WomenTakeCharge, and on Facebook, where they can share how they are able to manage the competing priorities of families, friends and finances. The company’s website, www.lincolnfinancial.com, also features a section dedicated to women called Women Take Charge that features tips, articles, videos and other resources to help women feel confident about their personal and financial futures.