Indebted College Students Get Their Own Meme: #20SomethingProblems

SS+K and College Humor Comedians Help SALT School Higher Ed Students on Managing Their Finances

Published On
Oct 31, 2013

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Debt isn't what 20-somethings call #fun. It is, however, #pervasive. So Amercian Student Assistant service SALT, the free resource that teaches college students and recent grads about money management, debuted a campaign called #20SomethingProblems last week.

Created out of SS+K and directed by Joey Garfield at Ghost Robot, the effort brings a student-minded take on the #FirstWorldProblems meme. It launched October 30 on, and offers a relatable, humorous approach to budgeting. The campaign launches with a hilarious video from comedians Jake Hurwitz, Amir Blumenfeld and Josh Ruben, in which they bring to light the grievances of college life --like overcrowded apartments and crappy dates. "It's like 'Sh*t Girls Say' meets 'Portlandia' for the 20-something crowd," explained SALT Managing Director Sarah Burton in a statement.. "We hope that a large audience will relate to these daily dilemmas."

To further spread the message, SALT is taking its message to eight college campuses in the Northeast via a "Carnival of #20SomethingProblems" in which they can simultaneously play games, win prizes and learn useful budgeting tips, The idea is to get the indebted population to solve its debt and money issues while using SALT as a go-to resource.


Oct 31, 2013
Brand :
American Student Assistance
Client :
American Student Assistance
Agency :
Producer :
Mark DePace
Editor :
Isaac Royffe
Production Company :
Ghost Robot
Talent :
Amir Blumfeld
Talent :
Jake Hurwitz
Talent :
Josh Ruben
Partner/COO :
Bobby Hershfield
Partner :
Mark Kaminsky
Partner :
Lenny Stern
Senior Vice President, Director, Production and Operations :
John Swartz
Copywriter :
Armando Flores
Producer :
Jennifer Glendining
Director :
Joey Garfield
Art Director :
Kat Lam

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