Consumers to tell their own stories and see the difference financial advice can make
AFA to use tv and social media campaign to raise awareness.
A new initiative aimed at increasing consumer access to quality financial advice will change the way the financial advice profession communicates its value proposition, following the launch this week of Your Best Interests by the Association of Financial Advisers (AFA) and evolution media group (emg) at the annual AFA Conference on the Gold Coast.
“This is a game changer for financial advisers – we are going to fundamentally change the conversation around what advice is and what it can do for consumers,” said AFA CEO, Brad Fox. “Consumers will finally have the opportunity to tell their own stories in their own way via a national reality television series and online community and financial advisers will have the opportunity to demonstrate how financial advice can help them.”
Mr Fox said experts from across the financial services industry will come together on Your Best Interests to help lift the understanding of what financial advice is all about.
“Your Best Interests will help Australians connect with good advice and make the right choices when dealing with life’s defining moments,” he said. “The initiative has already secured strong support from foundation partners across the industry.”
To generate awareness and grow the Your Best Interests community, the AFA and emg have launched an extensive TV, radio and social media campaign, asking consumers to share their big moment and have the opportunity to win $5,000.
Radio morning shows Jonesy and Amanda (WSFM 101.7) and Sami Lukis and Yumi Stynes (Mix 106.5) are promoting the series and casting call and TV promotions will run on 7 Digital over four weeks. The full reality TV and web series will launch early in 2014, featuring competition winners and selected adviser and industry experts.
“Life is full of defining moments,” said emg Managing Director, Marcus Field. “These are the experiences that connect us all as people. From having kids, to kids leaving the nest, we’re going to bring to life the stories of real Australians and how advice can help make the most of those moments.
The TV, content marketing and social media campaigns will drive consumers to the Your Best Interests web platform, which will contain tips, tools and content designed to help them with their big moments from Your Best Interests partners.
“It’s time we reframed the conversation between consumers and financial advisers and showed Australia how great advice can transform lives,” Mr Field said.