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The Craziest Thing I Did To Save Money

hrblock_dosomething
Campaign: The Craziest Thing I Did To Save Money
Company: H&R Block
Nonprofit Partner: DoSomething.org
Launch Date: February 28, 2013

Campaign Description:  

A new message-focused cause marketing campaign from DoSomething.org and H&R Block relies on laughs to get teens talking about financial literacy. Kicked off Feb. 28, “The Craziest Thing I Did to Save Money” encourages young people to share stories about the quirky and off-beat things they have done to save up, while receiving real-life advice about managing finances. Teens can participate through a Facebook experience, text messaging game, humorous videos, downloading a teaching Toolkit and opportunities to win more than $30,000 in scholarships.

Our Take:  

Tax season is in full swing and H&R Block is increasing its public profile with this humor-filled campaign in partnership with DoSomething.org. While no consumer purchase is involved, millennials are targeted to take steps to improve their financial literacy and awareness, incentivized by the chance to win one of several scholarships. Combining humor with an important cause message isn't always easy to do but the playful DoSomething.org spirit rises to the occasion, bringing levity to a subject that is often overly serious.