Checking the Box for College Savings

College is expensive, but education is priceless. We spotlighted real Rhode Islanders to raise awareness about Alliance Bernstein’s 529 college savings plan and encourage parents to “check the box.”

CollegeBoundfund, Rhode Island’s 529 college savings plan, wanted to raise awareness about its CollegeBoundbaby program and increase the number of Rhode Island parents who “checked the box” at the hospital to receive a $100 grant for their newborn.

As part of the overall “Real Rhode Islanders” CollegeBoundbaby campaign, we developed a 30-second commercial that featured a family from East Greenwich, RI. The testimonial-style spot showcased the family talking about the benefits of saving for college early and how easy it was to check the box at the hospital to receive the $100 grant. The commercial ran on broadcast and cable stations throughout the state and received more than 1.4 million impressions.