Work

TD: Teaching kids about the value of money...one coin at a time.

For Financial Literacy Month in Canada, we designed the TD Coin Poster—a tactile savings tool to help parents teach their kids about money. We created a set of 21x36 inch posters, each featuring a shape of an object that a kid would desire...like a musical instrument, video game, toy or electronic accessory. Each piece visually depicted the total number of coins a kid would need to insert in the poster (i.e. save) to buy the actual physical item.

"TD Coin Poster"

[shown on screen: young child with sunglasses in a pool]

Pool Child:
If you don't teach me about money, that's okay. I'll live off your nest egg for the rest of your my life.

[shown on screen: young child sitting on a wicker chair]

Seated Child:
For your 50th, I'll buy you a huge gift with your money.

[shown on screen: young child driving a toy car]

Young Car Child:
It's too late to teach me about saving when I'm 37...

[shown on screen: grown-up Car Child in a trailer on a driveway in front of a house]

Grown-up Car Child:
and living on your driveway.

[shown on screen: captioning as the narrator speaks]

Narrator:
78% of parents feel they aren't successful at teaching their kids about money. TD Bank wanted to help parents start the conversation, beginning with the most basic lesson: saving.

[shown on screen: man in sports cap hanging poster]

Narrator:
The TD Coin Poster is a reinvention of the traditional piggy bank

[shown on screen: various coins]

Narrator:
By measuring the different size of coins, different grids were created to represent the items kids want to save for.

[shown on screen: three TD Coin posters: Turn this poster into a toy, Turn this poster into a video game, and Turn this poster into an instrument]

Narrator:
Kids could select the poster that represented the item they wanted to save for.

[shown on screen: poster with coin slots punched out being filled with coins]

Narrator:
As they popped new coins into the slots, they could see how far along they were. The value of the total coins represented the real world cost of the items.

[shown on screen: 'guitar' poster with full with coins, and then a real guitar]

Narrator:
So when the poster was full, kids could purchase the item.

[shown on screen: a stand at Union station where the posters being distributed to children]

Narrator:
The coin poster helps kids visualize the act of saving and gives parents an interactive teaching tool. Posters were distributed during financial literacy month, helping parents start a conversation with their kids about money.

[shown on screen: poster with coin slots punched out being filled with coins, and the title: TD Coin Poster]