Ad Council's talking pig saves young adults' bacon

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The Advertising Council Inc. in partnership with the American Institute of Certified Public Accountants Nov. 16 released a new public service announcement called "Feed the Pig."

The campaign targets 25 to 34 year olds. It is designed to teach young Americans how to take control of their finances and make saving a part of their lifestyle.

Created pro bono by WPP Group PLC ad agency Young & Rubicam, the campaign features the character Benjamin Bankes, the traditional childhood piggy bank transformed into a pig in a suit. He encourages young Americans to "Feed the Pig" as a key step to building a solid financial future.

More than 2 million Americans filed for bankruptcy in 2005, according to the Ad Council. Public policy researcher Demos reports that young Americans now have the second highest rate of bankruptcy after those aged 35 to 44.

In addition, the average young adult household now spends nearly 24 percent of its income on credit card and debt payments.

The campaign includes television, radio, print, Web and outdoor advertising, including billboards and bus kiosks. It will run and air in advertising time and space donated by the media.

The PSA can be viewed at www.feedthepig.org. Free financial information and tools are also available on the site.

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