Transcript Document

360 Degrees of Financial Literacy:
CPAs Helping Americans Build
a Financial Future
Cheryl Reynolds
American Institute of Certified Public
Accountants
American Savings Education Council
April 18, 2007
www.360financialliteracy.org
The 360 Scope
Award
Winning
Web Site
53 State
Societies
AICPA
Leadership
& Resources
Federal &
Local Leg.
Outreach
www.360financialliteracy.org
16 Nat’l
Awards +
SS Awards
750+MM
Media
Annually
www.360financialliteracy.org
The Ad Council: Social Issues
Through the Decades
1950s:
Forest Fires,
Polio
1960s:
Pollution,
Discrimination
1970s:
Peace Corps,
Red Cross
1980s:
Crime, Drunk Driving,
Seatbelts, AIDS
1990s:
Education,
Recycling,
Child Abuse
2000s:
Violence,
Mentoring,
Obesity Prevention
www.360financialliteracy.org
Feed the Pig Campaign
o Show the target audience that
making smart financial
decisions is not as hard as they
may think
o Motivate them to take action to
raise their financial literacy
levels
o Small Changes Add Up
o Start Saving
www.360financialliteracy.org
Target Audience: Career Builders
o Independent, resilient, adaptable
o Social Networkers
 Friends oriented
o Skeptical and hard to break through
 Mistrust institutions and reject rules
o Completely “Wired”
 Get information and interaction online
 Multi-taskers
www.360financialliteracy.org
Career Builders
Generation Debt:
o Second highest rate of bankruptcy, just after those
aged 35 - 44.
o Now spend nearly 24% of income on debt
payments.
o Graduate $20,000 in debt with about $2,000 in
credit card debt.
o Between 1983 and 2001, credit card debt nearly
tripled from $3,989 to $12,000.
www.360financialliteracy.org
AICPA Commissioned Study:
Declining Savings & Net Worth
www.360financialliteracy.org
Print Ads
Micro Site
xx
www.360financialliteracy.org
www.360financialliteracy.org
Radio and TV Spots
Radio
o Citizens of America
o Commercial Break
Television
o
o
o
o
TV Store
Payday
Laugh
Rocket
www.360financialliteracy.org
New Media Efforts
www.360financialliteracy.org
280+ Million Media Impressions
20 MM Media Impressions in
One Day
www.360financialliteracy.org
360 Degrees of Financial Literacy:
CPAs Helping Americans Build
a Financial Future
Cheryl Reynolds
American Institute of Certified Public
Accountants
American Savings Education Council
April 18, 2007
www.360financialliteracy.org