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Following a recent spate of spots tackling gun violence from organizations including Ad Council, Project Unloaded and Sandy Hook Promise, two new PSAs highlighting the importance of preliminary decision making have been released — both taking different creative approaches while sharing a common thread in their urgency. (One of which looks to capitalize on its unexpectedly viral predecessor.) 

Whether through symbolism or through song, these campaigns spoke loudly in their quest to see immediate impact in and for their respective communities. 

Ad Council and AARP

With tax season currently underway, this PSA from Ad Council in partnership with AARP is encouraging women in their 40s and 50s, which they refer to as the “Pretirement” years, to think long term about their finances as they consider the next phase of their lives and careers.

The Pre-Game, part of a series of spot releases under the This Is Pretirement campaign, was created by agency Kitchen Table and features award-winning actress Vanessa E. WIlliams, herself sitting at a kitchen table playing a game of cards — symbolizing preparation for the circumstances life hands out.

“No matter what hand we’re dealt, we still work our way to the win,” Williams says while staring into the camera as gusts of wind and arguing family members fail to distract her from her long game.

Williams star turn in the ad and the card game reference is intentional: Her work in shows such as Soul Food and films including New Jack City has made her a beloved talent with Black audiences, and cards are a familial pastime within the community. Research by AARP reveals that 47% of American private sector workers work for an employer that does not offer a pension or traditional retirement savings plan, with 52% of Black working adults lacking access to a retirement plan through their employer. Additional research revealed that only 49% of Black women have retirement savings in comparison to the 61% of U.S. adults overall, making them the prime audience for the campaign. 

“This work speaks to the very mission Kitchen Table was built for — so we all have a seat,” said Kitchen Table founder and chief creative officer Gabrielle Shirdan in a statement. “The campaign represents the return on impact that’s possible when there are passionate partners like this at both ends of the table — to create a more evenly cut deck in culture so we can all win. 

She continued: “The campaign is rooted in the fact that Black women are less likely to report having retirement savings compared to US adults overall. Even when the cards are stacked against us, it’s vital we focus on the end game for our future and the generational wealth that can leave a legacy.”

Through the PSA, both Ad Council and AARP hope audiences take immediate action to access retirement savings tools and ultimately close the retirement savings gap.

“Planning for retirement can feel overwhelming — especially if you don’t know where to start,” said Michelle Hillman, chief campaign development officer at the Ad Council. “This is Pretirement helps people to set up goals and work their way to the win with retirement savings though resources, personalized insights and actionable steps everyone can take to plan for their financial future. We’re so proud to partner with AARP and Kitchen Table on this powerful new work to reach important audiences.”

This is Pretirement has reportedly received over $181 million in donated media support since its July 2017 launch with the latest iteration of the campaign running across donated media nationwide through broadcast, TV, radio, digital, OOH, print and social channels. 

CoorDown

Following its award-winning and viral campaign Assume that I Can, created for 2024 World Down Syndrome Day, Italian Down Syndrome communications nonprofit CoorDown and its New York based agency, Small, hope to strike another chord — this time melodically — with the release of its 2025 WDSD campaign, No Decisions Made Without Us.

Featuring Grey’s Anatomy actress Caterina Scorsone, who offscreen is the mother of a child with Down Syndrome, this year’s hero film is set as a musical number in which people with varying disabilities sing (and sign) their grievances as they challenge decision-makers to include them in the rooms when considering things such as what they wear, how spaces around them are designed and what legislation affecting them are proposed.

The film, which runs across CoorDown’s social channels in addition to those of its affiliate partners through March 21, was produced by Indiana Productions and directed by Rich Lee with cinematography by Christopher Probst. Stabbilolo Music composed and performed the film’s music. Media accessibility company Scribely created both an audio description version of the video and a descriptive transcript of it for visually and hearing impaired audiences.

Another significant detail: Some members of the featured cast wore pieces from fashion retailer Primark’s adaptive clothing range designed specifically to make dressing easier for people with disabilities.

“We all know the weight of having decisions made by others, without being able to express our voice,” said CoorDown president Martina Fuga in a statement. “The fact is that people with disabilities experience this frustration every day. They face it in their private lives, at school, at work, in the spaces they inhabit, when they travel and in social life. After years of slow but significant progress toward a more inclusive world, today we are facing a worrying setback. With this campaign, we join our voice with all people with disabilities, launching a call to action that transcends every division and barrier.” 

CoorDown’s affiliate partners include the Down Syndrome Association UK, Down Syndrome Australia, National Down Syndrome Society, Canadian Down Syndrome Society, Global Down Syndrome Foundation, Together Academy, New Zealand Down Syndrome Association, Down Syndrome International and UK-based disability founded talent and production agency that exclusively represents disabled creatives, With Not For.

The global campaign has also received support from Italian companies including bakery brand ABMauri Italy Spa Società Benefit, contracting company Eco Demolizioni and philanthropic organizations Fondazione Compagnia di San Paolo and Fondazione Cariplo, with the latter partnering with CoorDown to launch a €20 million “disability intervention program” which aims to improve the lives of people with disabilities through initiatives promoting housing and work inclusion, legal protection and social inclusion.

“Only by standing united and firmly demanding a place at the decision-making table can we confront this historical moment that seems intent on relegating people with disabilities to silence and invisibility,” said Fuga.

This article originally appeared on Campaign US.