America’s retirement system is failing—with most people starting to plan decades too late. So Prudential reset the conversation at its very beginning. With the Beta Baby Bonus, we gave every child born on 1/1/25 a $150 head start—an investment capable of growing to $100,000—and in doing so, kick-started retirement planning for an entire new cohort: the Beta Generation. Launched across TV, OOH, digital, and social, the idea owned “once-in-a-generation” cultural stages—from Times Square on New Year’s Eve to the Rose Bowl on New Year’s Day—turning a financial crisis into a national moment of urgency. The result: a bold act that jolted consumers, reshaped advisor behavior, and reignited belief in the possibility of a secure retirement.