Parents are overwhelmed at the thought of saving for their children’s college tuition. The project costs seem unattainable. And the more parents think about it, the more they freak out. So we decided the best way to start the conversation was to be understanding and empathetic. We wanted to acknowledge that everyone freaks out, and then assure parents that everything was going to be okay.

We based the design of our book on the approachable, light-hearted style of modern children’s books.

Account opening totals aren’t in yet, but anecdotally, T. Rowe’s Price’s call center volume and website traffic related to their 529 offerings have had a significant increase since the campaign launched.