The AFA has announced plans for a multi media public awareness campaign that will articulate the value provided to consumers by financial advisers.
According to AFA CEO, Richard Klipin, the Association’s ‘Make a Plan’ campaign is a direct response to counter the ongoing industry super fund campaign that he says fuels an unfair perception that financial advisers are opaque, self-motivated and untrustworthy.
The ‘Make a Plan’ Campaign will include:
- Television, radio and print advertisements that articulate the value of good advice
- A corresponding public relations campaign
- A dedicated AFA ‘Make a Plan’ consumer website
The Association says 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
AFA member and adviser, Ron Lambert, said the Association was seeking to raise between $2.5 million and $5 million to enable the campaign to go ahead which, if achieved, will be launched around mid 2011.
An immediate aim for the ‘Make a Plan’ campaign was to raise $500,000 during the AFA Conference, at which the announcement was made.
In calling on advisers to contribute to the campaign, Mr Klipin spoke of winning back trust:
… we need to win back the hearts and minds of disaffected consumers
“We need to show that advisers are open, honest, really care about their clients and provide enormous value to them. In essence, we need to win back the hearts and minds of disaffected consumers,” he said.
