Helping Canadians be retirement ready

New Government of Canada ad campaign promotes retirement planning

February 17, 2025               Gatineau, QC             Employment and Social Development Canada

Every Canadian deserves a comfortable, safe, and secure retirement. However, many Canadians often lack information on how public pensions work, or delay planning for retirement until later in life. When money is stretched thin, tough decisions become a daily reality. We know that people in these situations are often doing their best to balance their immediate needs with long-term stability.

That is why the Minister of Seniors, Joanne Thompson and Minister of

Citizens’ Services Terry Beech, today launched the Retirement Planning and Resources advertising campaign, which promotes the availability of a range of retirement planning tools and resources to Canadians. The campaign will provide a single point of access for all retirement planning resources, with its first phase running from February 17 until March 23. It will be featured on television, radio, social media and web banners and the second phase is planned to be in-market in the spring.

Whether planning for retirement or already enjoying it, Canada.ca/retirement will help Canadians explore public pension programs, retirement checklists, budget planning, retirement calculators and more to help make the most of their retirement, no matter where they are in their journey. Topics include:

• public pensions, such as the Canada Pension Plan (CPP), Old Age Security (OAS) and the Guaranteed Income Supplement (GIS), and how to apply;
• the Retirement Income Calculator and OAS Benefits Estimator;
• employer pension plans and how much workers may need to save;
• tools from the Financial Consumer Agency of Canada, such as the Retirement Checklist and the Budget Planner;
• transitioning from working to retirement;
• retiring abroad and receiving public pensions outside of Canada;
• managing public pensions when already retired;
• payment dates for CPP and OAS;
• eligible tax deductions and benefits;
• frauds and scams; and
• protecting yourself from financial abuse.

This campaign supports the efforts of the Government of Canada in helping all Canadians access the necessary resources and programs to retire and age with dignity after a lifetime of hard work.

Quotes

“Retirement planning is not only about setting aside savings—it's about aging with dignity and on your own terms. When seniors are equipped with the knowledge they need to invest in their future, the stronger and more resilient they are. Our government is helping empower Canadians as they make informed decisions about their retirement plans.”

Minister of Seniors, the Honourable Joanne Thompson

"Canadians looking for information on government services should have a stress-free, uncomplicated experience. At Service Canada, we are working to improve accessibility to government benefits and services. Tools like the Retirement Hub and the OAS Benefits Estimator are just two of the online services we now offer to make access as convenient as possible for seniors and all Canadians across the country.”

Minister of Citizens’ Services, the Honourable Terry Beech

Quick facts

• This campaign supports the 2023 Fall Economic Statement and its key pillar of focusing on making life more affordable for Canadians. Through enhancements to Old Age Security, the Canada Pension Plan, and the Guaranteed Income Supplement, this allows more seniors to enjoy the comfortable and dignified retirements they worked for and deserve.

• A 2023 report from the National Institute on Aging revealed that only about 35% of Canadians aged 50 or older who plan to retire feel financially prepared to do so on their desired timeline. In contrast, 39% indicated that they are not financially ready, while 26% remain uncertain about whether they can afford to retire when they wish.

• Visit Canada.ca/retirement or call 1 800 O-Canada for information about retirement, such as the Canada Pension Plan, benefits you might be eligible for and tips on money management and fraud prevention.