The Association of Financial Advisers (AFA) has issued a rally call to members to support ‘Make a Plan’ – a multi-media advertising, public relations and online campaign designed to win the hearts and minds of consumers.

Speaking to delegates at the AFA’s National Conference on the Gold Coast this afternoon, AFA CEO Richard Klipin said that while AFA’s Back to Basic research revealed that consumers who have a relationship with an adviser see the value of that relationship, there are a large number of people who still have a poor perception of financial advisers.

“Over the past few years the advice industry has experienced a stream of media reporting on the need for financial reform and a concentrated industry funds advertising campaign that discredits advisers,” he said. “This has fuelled an unfair perception that financial advisers are opaque and self-motivated and worse, untrustworthy.”

To combat this perception, Mr Klipin said the advice industry needs to not only help drive the right reforms that improve the standard of financial advice in Australia but also better articulate the real value of what they do for consumers.

“We need to show that advisers are open, honest, really care about their clients and provide enormous value to them,” he said. “In essence, we need to win back the hearts and minds of disaffected consumers. The Make a Plan Campaign is designed to help us do that.”

The Make a Plan Campaign will include:

• Television, radio and print advertisements that clearly articulate the value of good advice both in financial and peace-of-mind terms while delivering a powerful consumer call to action
• A corresponding public relations campaign
• A dedicated AFA Make a Plan consumer website

The ultimate goals of the campaign are to:

• Create an overarching positioning that AFA members deliver great advice
• Provide a platform for a more consumer-focused AFA
• Create a framework for future specific messaging around important issues, such as Australia’s under-insurance and inadequate savings levels

However, Mr Klipin also said that the campaign cannot go ahead without the financial support and commitment of AFA advisers and called on members to complete a pledge card to help fund the campaign.

”Now is the time for advisers to show their commitment to their own profession and put their money where their mouths are,” he said. “In return we believe they will reap the benefits. At a big picture level, the campaign will help them win back the respect of consumers and at a practice level, they will secure new leads and re-kindle greater respect from any disaffected current clients.”

To make a pledge, advisers are encouraged to complete the pledge cards available from the AFA.

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