AFA unveils new grassroots campaign

The Association of Financial Advisers (AFA) has unveiled a new advertising campaign to promote the value of financial advice and the need for everyday Australians to form a relationship with an adviser.

The campaign, entitled 'Make a Plan' (MAP), is about opening a conversation with the Australian community in language that they understand, said AFA chief executive officer Richard Klipin.

Referring to the Association's 'Back to Basics' report from 2010, Klipin said the new campaign is part of three strategic initiatives to promote financial planning and encourage Australians to engage with an adviser. He said the AFA is focused on growing the market, developing an understanding of what advice can do to change a person's life, and building trust within the community.

He said Australians do not see the need to seek a planning service partly because it is part of an Australian cultural attitude that people can handle their own affairs.

"Our campaign is not going to be run on prime time television during the AFL grand final or during the cricket. But it is going be fatty, it's going to be agile and it's going to be about real people, real advisers and real situations" Klipin said.

Brand ambassador and Channel 7 anchor Naomi Robson said the most common thread that runs through the common approach to Australians' finances is clearing debt and debt consolidation. She said the MAP campaign is about giving financial advice a human face.

"Debt is not just a financial problem - it's also taking a toll on people's relationships, their health and their happiness," Robson said.

Revealed in the main conference hall, the MAP pilot - entitled 'Your Best Interest' - depicts Noall and Co. managing director Marc Bineham working with a 'real-life' Australian family to form a strategy to clear their debts and begin a savings plan. Robson said advisers become the hero of the campaign.