T Rowe Price

Saving for college is scary for parents. And all tuition calculators and avalanches of advice often makes it worse. So, when T Rowe Price was looking to promote their 529 savings account, we took a different approach. Rather than bombarding them with scary numbers and confusing calculators, letting parents know that they weren't alone and that everybody freaks out when when it comes to saving for college, opened the door for them to take the next steps for their children's future.

The campaign kicked off with a children's book for adults titled "Everybody Freaks Out!" that told the story of one town freaking out, but then realizing that they weren't alone and taking the small steps needed to start saving. The book was distributed to places like doctor's office waiting rooms, and was also sold on amazon.com with proceeds benefiting Junior Achievement.
Go ahead, buy a copy:

CLICK HERE TO DOWNLOAD THE FULL BOOK