PA ABLE

PA ABLE

A savings plan for people with disabilities.

A savings plan for people with disabilities.

PAABLE - A savings plan for people with disabilities. - logo
Pennsylvania State Treasury logo and seal

The Story

The Pennsylvania Treasury Department wanted to launch the new ABLE program that allowed people with disabilities to save money without impacting their social security benefits. The Commonwealth needed a statewide strategy that would target people with disabilities in a way that resonated with them, utilized accessible communications and established credibility.

Our Strategy

Suasion employed our extensive connections within the disability community to conduct an analysis of current perceptions. Our research led us to identify multiple target audiences for the campaign, as well as clear messaging.

To establish this new brand, Suasion used a creative concept that plays on the word ABLE to communicate the program’s value. We created “ABLE phrases” that highlight the benefits to each target audience, such as “ABLE to dream bigger.” We focused more on what the person is able to accomplish than on their disability, presenting them with dignity and empowerment. A multi-layered media strategy was designed to build awareness very quickly with traditional media, create influence using grassroots outreach, and obtain consumer engagement through digital marketing. We selected communications vehicles that effectively reached our target audiences and ensured people with diverse disabilities could access the information.

Our Services

  • Market Research
  • Strategic Planning
  • Advertising (television, print, radio, outdoor)
  • Digital Marketing (website, online advertising)
  • Social Media

1/3 | 30 second television commercials | “ABLE to Build Wealth”

2/3 | 30 second television commercials | “ABLE to Dream Bigger”

3/3 | 30 second television commercials | “ABLE to Live Independently”

"PAABLE 30Sec Radio - Save for the Future." Released: 2017.

"PAABLE 30Sec Radio - Able to Build Wealth." Released: 2017.

An outdoor billboard depicting PA ABLE campaign graphics

PA ABLE Billboards

An outdoor transit poster depicting PA ABLE campaign graphics

Transit Posters

An advertisement on the side of a bus depicting PA ABLE campaign graphics

Bus Advertising

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