Florida Prepaid
The Future, Unlocked
Challenge
For 35 years, Florida Prepaid has helped families invest in their children’s futures. But in a crowded financial landscape—and with rising costs of living—families needed more than reminders. They needed inspiration and reassurance that college savings were still within reach. The 2024 Open Enrollment period carried even greater weight, marked by the program’s 35th anniversary and a historic price reduction impacting nearly 300,000 existing families.
Insight
This campaign tapped into a universal truth: Parents dream big when the path feels possible. By aligning price rollbacks with a message of possibility, Florida Prepaid reconnected families with the belief that investing in education is available for everyone.
Turning an anniversary into a statewide movement
Moore and Florida Prepaid launched a fully integrated approach combining earned media, influencers, partnerships, and live events to drive unprecedented engagement. Collaborations with over 100 organizations—including 43 school districts—brought the message directly to parents and educators. Audience-centered storytelling spanned Univision, Telemundo, and Island TV, reaching Hispanic and Haitian Creole audiences. The community focus welcomed new families into the program, with more than 10,000 first-time users visiting the website in Spanish and Creole.
Meanwhile, an influencer network of moms, dads, and grandparents shared authentic stories of planning for the future, while a robust media tour delivered over 1,200 placements across Florida’s largest markets. The campaign surpassed every goal, generating Florida Prepaid’s most successful enrollment period in its history.
Plans Sold
Year-Over-Year Growth
Media Value
Other Work
Expert Care, Shared Mission
Protecting pediatric care together.
From Algorithms to Authenticity
Human stories at the heart of every connection.
The Future, Unlocked
Big Dreams, Real Plans—made possible.