As an extension of its ongoing 360 Degrees of Financial Literacy effort, the American Institute of CPAs and the non-profit Ad Council have partnered on a campaign designed to encourage savings among 25-to-34 year olds -- a demographic, which encompasses roughly 40 million Americans.Titled, “Feed the Pig,” in a reference to the piggy bank, the multi-pronged media effort will include television, radio, print, banner ads and text messaging designed to help emphasize the importance of savings.

The campaign, which debuted during the second day of the AICPA’s Fall Governing Council meeting, was created by the Chicago office of Young & Rubicam and features Benjamin Bankes, a tuxedo-clad adult-sized pig who initially will appear in a series of four television sports.

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