Manulife Hong Kong extends its retirement planning ad campaign to highlight spousal and family responsibilities.

Manulife Hong Kong, a subsidiary of Canadian financial services giant Manulife Financial Holdings, has launched a new chapter in its advertising campaign to focus on spousal responsibilities in relation to retirement planning.

The extension to the "Retirement Solutions" campaign, which was launched in 2013, highlights the cost associated with retirement and the need to plan early for comfortable life. The goal is to help clients build wealth, protect wealth and plan for retirement income, said the firm in a statement. The latest campaign spans TV, outdoor, print and online platforms.

"While we continue to highlight the cost-realities of retirement, this campaign takes on a family approach and asks Hongkongers to think of their loved ones' future, not just their own," Isabella Lau, vice president and chief customer officer for Manulife Hong Kong, said in a statement.

According to Manulife, given the fact that women live longer than men on average -- a gap of around six years -- the new campaign reminds Hongkongers that their spousal and family responsibilities continue after they retire. The new campaign builds on Manulife's brand proposition "For Your Future" which was launched in 2011.