An ambitious social media and crowdfunding campaign to restore the public reputation of advisers has kicked into gear, but the support of the mainstream financial planning associations may prove crucial to its success.
The ‘Positivity for Planners’ campaign – which will use the hash tag #PerceptionCorrection – has been established by a group of financial advisers across licensee and industry association lines to bring financial planning success stories to the wider public via social and paid mainstream media.
The AFA and FPA have been formally lobbied to offer verbal, financial and logistical support to the initiative, with organisers making clear the 'Positivity for Planners' campaign will not be at “cross purposes” with existing projects and initiatives spearheaded by the two organisations.
A committee has set a crowdfunding target of $100,000 for the creation of videos, blogs and other professionally-made content as well as mainstream media “air time”, with advice community stakeholders called on to give generously.
“The committee believes it’s time to use social media and mainstream media to get our clients’ success stories and other positive stories about the profession to the vast majority of Australians who currently don’t have an adviser but would benefit greatly from having one,” said a submission from the Perception Correction committee calling for support from the advice associations.
“We aim to get at least 20 per cent of our output to go viral in the best way possible, and create attention for the right reasons. All content will be positively focused. There will be no negativity, blame, or bad-mouthing.”
Financial contributors will be formally acknowledged as “#PerceptionCorrection campaigners” and will gain access to the campaign output for their own use and dissemination.
“The videos will feature real stories from real people in an engaging manner. It will tell those who don’t have a clue about what we do how we can help them,” the submission states.
“It’s time to work towards making change happen,” it said.
The AIOFP, IFAAA and BFP have also been approached to support the campaign.
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