AMERICAN INSTITUTE OF CERTIFIED PUBLIC ACCOUNTANTS
FEED THE PIG
THE AMERICAN INSTITUTE OF CERTIFIED PUBLIC ACCOUNTANTS (AICPA) WAS DETERMINED TO TEACH YOUNG ADULTS THE IMPORTANCE OF CONTROLLING THEIR FINANCES. PARTNERING WITH AD COUNCIL,
THE AICPA SPONSORED THE "FEED THE PIG" CAMPAIGN--THE BASIS OF A NATIONAL FINANCIAL LITERACY PSA THAT TARGETED AMERICANS AGES 25-34 AND USED A CHILDHOOD ICON--A PIGGY BANK--AS ITS
ICON.
PIGGYBACKING OFF THE PIG
IN ADDITION TO THE PSAS, THE CAMPAIGN TEAM CREATED A WEB SITE,
HTTP://WWW.FEEDTHEPIG.ORG, WHERE VISITORS CAN FIND THE INFORMATION AND TOOLS NEEDED TO MAKE POSITIVE CHANGES IN THEIR FINANCES. OTHER
RESOURCES USED TO SUPPORT THE CAMPAIGN WERE AN E-MAIL COMPRISED OF WEEKLY SAVINGS TIPS, A PODCAST SERIES FEATURING A YOUNG CPA PROVIDING GUIDANCE ON FINANCIAL ISSUES, BIWEEKLY
TEXT MESSAGES SENT TO SUBSCRIBERS REMINDING THEM TO SAVE SOME OF THEIR PAYCHECK AND A FEED THE PIG BROCHURE AVAILABLE FOR PDF DOWNLOAD.
FEAST, NOT FAMINE
TOTAL MEDIA IMPRESSIONS OF THE FEED THE PIG CAMPAIGN TOPPED 500 MILLION; THE MICROSITE GENERATED MORE THAN 1.2 MILLION VISITS IN ITS FIRST YEAR. ACCORDING TO A 2007 AD
COUNCIL SURVEY OF MEMBERS OF THE TARGET AUDIENCE WHO HAVE SEEN OR HEARD THE FEED THE PIG PSA, 37% RESPONDENTS SAID SAVING FOR THEIR FUTURE IS MORE IMPORTANT THAN BUYING THE THINGS
THEY WANT NOW, COMPARED TO ONLY 20% OF THOSE WHO HAD NOT HEARD AICPA'S MESSAGE.