A recent consumer campaign by the Financial Planning Association has reached about 4.8 million consumers in 10 weeks – a sign Australians are seeking to learn more about where to find good financial advice.
The campaign, which promoted the certified financial planner (CFP) designation and the high education and ethical standards it represents, included digital advertisements that attracted more than 37,000 clicks, the FPA said.
FPA chief executive Mark Rantall said the results indicate that consumers are looking for ways to find good financial advice and connect with a professional financial planner.
The campaign was also received well by FPA members, Mr Rantall said, who were pleased to have practical tools to educate clients about their credentials.
"The aim of our latest campaign was to provide a way for the Australian public to easily understand CFP certification and identify it as a sign of quality financial advice," Mr Rantall said.
"Consumers want and deserve the best from their financial planner and knowing their financial planner has high education standards is one way of reassuring them of this."
The campaign also drove more than 26,000 hits to the 'Find a Planner' tool on the FPA website, which helps connect consumers with an FPA member in their local area, Mr Rantall said.
The FPA campaign included 120 print ads, which ran in 46 newspapers, and more than 1,000 radio ads, which aired on 42 radio stations. More than 4,000 consumer campaign brochures were ordered by CFP professionals nationally, the FPA said.
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