By extending the reach of the CPA profession’s award winning 360 Degrees of Financial Literacy initiative on October 24, the AICPA, state CPA societies and the Ad Council hope millions of young working Americans will Feed the Pig™.

The campaign’s icon, Benjamin Bankes, is the traditional childhood piggy bank transformed into an attention-grabbing icon. He is designed to inspire 25-34 year olds to reignite the savings habit by taking small, easy steps to take control of their finances. Through a variety of media, including TV, radio, print, web, digital and
outdoor advertising such as billboards and bus kiosks, the campaign’s call to action, Feed the Pig, reinforces the message to young working Americans to get reacquainted with the piggy bank concept and to save and build long-term financial security.  

To begin taking these small steps, the target audience can find free financial information and tools by visiting a new web site, www.FeedthePig.org. Like the PSAs, the web site focuses on the long-term financial benefits of small changes in every day behavior and provides specific advice on how to get “unstuck.”

Statistics indicate that the financial behaviors of Career Builders, as this group is called, while less established, tend toward debt accumulation. More working time before retirement means their current financial decisions have a greater impact (positive or negative) on their long-term financial security. Also, this group is often experiencing milestone events such as getting married, having children and caring for aging parents. These are critical life stages requiring specific financial knowledge and actions.

Memorable Campaigns. Outstanding Results.
By garnering the pro bono services of ad agencies, print and broadcast media, the Ad Council has been mounting public service advertising for over 60 years. Benjamin Bankes is the latest in a number of Ad Council icons including Smokey Bear and McGruff the Crime Dog. Many of the Ad Council’s previous efforts feature slogans that have become a part of the American vernacular, including “Only you can prevent forest fires” (for the U.S. Forest Service) and “A mind is a terrible thing to waste” (for the United Negro College Fund).

“With a history of successful campaigns like these, the AICPA determined the Ad Council was the ideal partner to tackle the growing problem of financial illiteracy in America,” says Jimmy Williamson, AICPA chair of the Board.

The Feed the Pig campaign builds on the success of 360 Degrees of Financial Literacy, the profession’s effort to educate the American public, from school children to retirees, on financial topics that apply specifically to their stage of life. The web site, www.360financialliteracy.org,  has received more than 13 million hits. MACPA financial literacy efforts in have included tax assistance programs, the MACPA Accounting Blitz, and working with Hospice of Michigan to develop a resource tool for addressing end-of-life financial issues.

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