Benjamin Bankes recently marked his first birthday. His first year was highlighted with press conferences, school visits, standing on street corners with a sign, appearing in ads and on billboards. He’s generally a quiet, happy sort, but he carries a strong message for 25-34 year olds, as well as younger, that SAVING is more important than SPENDING. Oh, did I mention, he’s a pig?
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Spokespig Benjamin Bankes urges attendees at MACPA’s High School Leaders Conference to SAVE money |
Launched about a year ago, the Feed the Pig campaign is already changing behaviors. A survey of the target audience showed that those who have seen or heard Feed the Pig public service announcements are taking action to save money, such as keeping a budget, saving for long-term financial goals and comparison shopping.
In addition, Feed the Pig ranks among the very top Ad Council campaigns. The message is appearing everywhere, from traditional media sources such as print, TV and radio, to new media efforts such as podcasts and MySpace. The AICPA says the campaign received $35.5 million in donated media in its first eight months. Remember, public service announcements are free.
MACPA’s efforts to garner attention for the grown up piggy bank have also been successful. In addition to the free PSAs, stories have appeared in print, TV and radio around the state, reaching subscriber/listener audiences totaling nearly seven million. Benjamin Bankes, in person, has been a favorite among attendees at numerous MACPA events, particularly at the High School Leaders Conferences.
One very successful element of the campaign is the opportunity to receive free weekly tips via e-mail (free sign up on FeedthePig.org). To date, more than 61,000 people have signed up to receive these savings reminders. A poll of subscribers last July showed that 87 percent believe the weekly tips have been “somewhat,” “very” or “extremely” helpful.
What’s in store for Feed the Pig in 2008? Look for web site enhancements, new print ads and Spanish radio ads. The AICPA will expand outreach to public service directors, and launch a Feed the Pig curriculum for 4th-5th graders later this year.