Exhibit D

Exhibit D

How did this one pass the “Duh” test during focus group testing for this campaign? Is there actually a teen (or human being) out there that thinks being a parent won’t cost them?

A way cooler ad would say: “Want a good job? Text GOODJOB to be matched with a decent, living wage job.” I haven’t seen one like that yet. If it’s out there though, let me know!

Source: Lino, M. (2012). Expenditures on Children by Families, 2011. U.S. Department of Agriculture, Center for Nutrition Policy and Promotion. Miscellaneous Publication No. 1528-2011.

Here’s how the campaign describes this original source:

“They provide a variety of estimates that vary based on geography, family income, family
structure, and age of children, but all are in the several thousands of dollars or more range.
Estimates are based on Consumer Expenditure Survey data, US Bureau of Labor Statistics.”

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