Droga5 Captures Day One of 5,000 Pensioners

Every day, 10,000 people retire in the U.S.A and with 74 million baby boomers right behind them, they will all be facing challenges that no other generation has experienced before. US Social security is in crisis. Healthcare costs are skyrocketing and with advancements in medicine and science, we are all living longer. Many face the prospect of outliving their savings.

So how do they feel about this? Are they scared? Are they hopeful? Are they ready for their first day of retirement? The first day of their new lives. Can they inspire and learn from one another?

In the summer of 2011, Prudential and Droga5 set out to find the answers to these questions and celebrate this new chapter in the lives of many Americans.
 

Droga5 started by asking people across the country to document their very first day of retirement. The sunrise, their families, their feelings and their new found freedom.

The result... Over 5,000 photographs and interviews.
These intimate and hopeful portraits became the foundation of the entire “Day One” integrated campaign; including everything from a national TV commercial to a beautiful series of in-depth documentaries.
 

Finally, Droga5 built a website that not only housed the photos, films and collective wisdom but also provided people the necessary tools to help them prepare for their upcoming retirement.
WWW.DAYONESTORIES.COM

As you look through the pictures, read the quotes and watch the films it becomes clear that while everyone has a different point of view on their challenges and the uncertainties of retiring, they all share one amazing trait: optimism.
 

Throughout this generation there is a hope and a belief that they will make it through. That they will be OK and that this is just the first day of a long and happy retirement.