
PRUDENTIAL
THE BETA BABY BONUS
A logo and visual world for Prudential’s Beta Baby Bonus initiative.
Prudential was in a unique position to do something about America’s retirement crisis. The challenge was that retirement was seen as tomorrow’s problem, especially among young people. The Beta Baby Bonus is an initiative that offered every baby born on 1/1/25 $150 that could be $100,000 when they retire. A $1.5 million commitment that could be worth over $1 billion by the time they retire. It was amplified with research targeting the financial press, Times Square and Rose Bowl activations and was shared in influencer, social and digital and earned media.
THE INFOGRAPHIC





THE WHITEPAPER
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