New York Life Insurance Monday launched a new advertising campaign aimed at financial advisers called, “Let’s Give Americans Their Pensions Back.”

The campaign “encapsulates our belief in the practical wisdom of creating a guaranteed lifetime income stream for yourself,” Said New York Life Insurance EVP in Charge of Retirement Income Security Chris Blunt. “This is the first step in a multi-year campaign to remind financial advisers that New York Life and its subsidiaries have the solutions to replace the monthly income a pension once provided.”

In fact, New York Life has applied for a registered trademark for the phrase “Let’s Give Americans Their Pensions Back.”

The print ads will appear through the end of the year in the print and online editions of sister publications Financial Planning, On Wall Street and Bank Investment Consultant.