Question Period Note: RETIREMENT PLANNING AND RESOURCES ADVERTISING CAMPAIGN

The Retirement Planning and Resources advertising campaign promoted the availability of a range of retirement planning tools and resources to Canadians.

• Everyone, no matter where they live, should be able to age with dignity and with choice.
• The Government is committed to making life more affordable for Canadians through enhancements to the OAS, the CPP and the GIS. This will allow more seniors to enjoy the comfortable and dignified retirements that they worked for and deserve.
• The advertising campaign helped increase awareness and knowledge of Government of Canada retirement programs and services among adults aged 50-65.

To support the 2024-26 Advertising Plan and the 2023 Fall Economic Statement, ESDC requested $3.75 million in 2024 to 2025 and $2.0 million in 2025 to 2026 for the Services for Seniors advertising campaign. This campaign aligned with Budgets 2023 and 2024 goals regarding retirement support.
The campaign promoted the availability of a range of retirement planning tools, programs and resources to Canadians and ran from February 17 to March 23, 2025. It was featured on television, radio, social media, web banners and search engine marketing.
With respect to plans for the current fiscal, PCO issues a callout each year for plans, and approves departmental funding allocation by prioritizing campaigns that align with government and departmental priorities. The government advertising plan for 2025-2026 is pending.

“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.”
Then Minister of Seniors, the Honourable Joanne Thompson