Feed the Pig

"Feed the Pig" is a national public service campaign by the American Institute of CPAs (AICPA) and the Ad Council to improve financial literacy, encouraging people to spend wisely and save more effectively. The campaign, primarily targeted those aged 25-34, using various mediums and resources like TV and radio ads, podcasts, OOH, print and online tools on its website, FeedThePig.org, to provide tips on saving and managing money. 

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Using data from the AICPA, we discovered where this generation was spending their money, whether frivolous lottery tickets, the clubs, shopping for new jeans, or water, these examples subtracted from potential dollar bill savings from single to quadruple digits. Our aim was to reacquaint them with their "piggy bank", with the goal of saving in a 503, or 401K, or just saving their money.

The "Feed the Pig" financial literacy program was highly effective in raising awareness and motivating its target audience (young adults aged 25-34) to seek information and take positive financial actions.

Surveys conducted by the Ad Council consistently showed a significant difference in financial behaviors between those who recalled seeing the Public Service Announcements (PSAs) and those who did not:

Budgeting: 33% of those exposed to the campaign reported keeping a budget, compared to only 19% of the unexposed group, Long-term Savings: 30% reported saving for long-term goals (education, house, retirement) versus 18% of the unexposed group, Comparison Shopping: 49% reported comparison shopping for most items, a stark contrast to 23% of the unexposed group, Increasing Savings: 27% reported increasing savings when receiving a salary increase, compared to 16% of the unexposed group, and Prioritizing Savings: 37% of individuals who recalled the PSAs said saving for the future was more important than immediate wants, compared to 20% of the unexposed group.

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