PA Treasury

We showed parents that a bright future starts early.

WATCH THE TV SPOT

THE CHALLENGE

Motivate parents to explore and open a PA529 Savings Account.

Families, especially parents, know that saving for higher education is one of the most important things that they can do for their children. With the rising costs of secondary education, they also think that that is it one of the most stressful and impossible tasks that they face. Our client, The PA Treasury Bureau of Savings Programs, oversees one of the nation’s largest college savings plans, called PA529 Savings Accounts. In addition, they manage Keystone Scholars, another program designed to kick-start the savings process that provides $100 to all PA newborns. The goal is to help families overcome the fear and burden of saving for higher education. Every May 29th, they host their “Annual 529 Day” to encourage families to open a new account and start saving. This year, they asked AG to help them turn a one-day promotion into a “one month blitz” and provide new creative that elicits a positive action for both programs.