Scudder Kemper Investments of Boston planned to launch a new advertising campaign April 17 on national cable stations and in newspapers and magazines. The campaign will encourage investors to prepare financially for key life events.

Currently scheduled to run only through May 15, the campaign will first run in national media and then expand to local media in Boston, Chicago, Dallas, Los Angeles, New York, Philadelphia, San Francisco and Tampa.

The ads prompt investors to think about events such as having to support a child admitted to Harvard or to care for a parent in need of long-term care.

Scudder hopes these messages focusing on long-term plans will stand out in today's get-rich-quick ethos, said Howard Schneider, director of marketing for U.S. retail, at Scudder Kemper, in a statement.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.