Prudential | The State of Us

Director: Anna & Ewan

Production Company: RSA

Photographer: Matthew Reamer

In 2018, Prudential published one of the most comprehensive and in-depth studies of Americans’ financial health since the 2008 financial crisis, and it revealed a stark finding: nearly half of America is financially unwell, meaning, people are struggling to meet current living expenses and save for long-term goals.

 Inspired by the research of the Financial Wellness Census, we launched an integrated campaign that dug deeper into the financial challenges Americans are facing so that we could better understand their challenges and, ultimately, help people better overcome them. We called it “The State of US.”

In “The State of US,” we visited places that represent unique and modern financial challenges. From the smallest town in America where the mayor, bartender, librarian and chairman of the board are all the same person to the town with the highest birth rate—where parents are juggling saving for college and their own retirement at the same time—each place we visited was emblematic of a broader national financial challenge.

Monowi | Nebraska