The State of US - Integrated Campaign
Prudential published one of the most comprehensive and in-depth studies of Americans’ financial health since the 2008 financial crisis, and it revealed a stark finding: nearly half of America is financially unwell, meaning, people are struggling to meet current living expenses and save for long-term goals.
Droga 5 created the “State of US” platform. My role as the company’s in-house creative lead was to jointly produce the campaign that took us across the country.
“Inspired by the research of the Financial Wellness Census, we launched an integrated campaign that dug deeper into the financial challenges Americans are facing so that we could better understand their challenges and, ultimately, help people better overcome them. We called it “The State of US.”
Town by town. Person by person.
In “The State of US,” we visited places that represent unique and modern financial challenges. From the smallest town in America where the mayor, bartender, librarian and chairman of the board are all the same person to the town with the highest birth rate—where parents are juggling saving for college and their own retirement at the same time—each place we visited was emblematic of a broader national financial challenge.
“Monowi, Nebraska” long form content
If the first step for the “The State of US” was uncovering the modern financial challenges people were facing, the next was about taking action to help people overcome them and get back on the path to being financially well. The campaign wasn’t about reaching a finish line or accumulating wealth at the end of a career.
It was about showing that financial wellness is a part of overall wellness, and it should be checked in on and maintained.
Merchandising