Cartoon tortoise stars in Nevada college savings blitz

(AP) — If talk of tax deductions and 529 college savings plans is putting Nevadans to sleep, the state treasurer's office hopes to spice up the conversation with Sage, a spunky, cartoon desert tortoise.

The kid-friendly character, brought to life in TV commercials by a former Pixar animator, is the face of a major new initiative called Nevada Saves:

A marketing blitz set to begin Aug. 20 aims to raise awareness and participation in Nevada's suite of college savings programs, including 529 savings plans, prepaid tuition, College Kickstart and the Millennium Scholarship.

Four different TV spots, which will air at discounted public service announcement rates, feature the animated Sage interacting with human actors and, in one case, Treasurer Dan Schwartz.

In addition to a bus tour that will stop at malls, schools and events in rural Nevada in October and November, the treasurer's office hopes to integrate discussions of college savings into the classroom itself.