Our industry talks a lot about the fact that less than 2 in 10 Australians get advice. Those that don’t, either don’t understand it, don’t trust it – or both – and we’re never going to convince them otherwise through advertising alone. When we developed the strategy for Your Best Interests with the AFA nearly four years ago, it was our belief (as it is now) that creating real behavioural change could only come from education that is packaged in formats that people want to engage with.
Having reached nearly 2 million Australians in a few short months since launch, it is incredibly satisfying to see that the strategy is starting to take effect, with the content we’ve created reaching far across the industry, and more importantly into the day-today conscious of so many of the public. Just as importantly, the advice experience that was given to the two stars of the show,Helen and Lisa, was genuinely transformative for them.
It’s great to see that core content strategy is now spreading further, with the release this week of the new magazine title “The Really Simple Guide to Money”
To have a vehicle that showcases what great advice can do for people is a powerful asset for our industry, and with strong audience responses to each of the phases of the YBI rollout, there is no question in our minds that there is a strong appetite out there for this style of content that educates through real people and the power of great storytelling.
The brands that had the foresight and preparedness to support the initiative from the outset – AIA, Asteron, BT, Suncorp and Zurich, should be applauded for their commitment to challenging the status quo and being a part of a genuine, long term education strategy.
We’re not going to turn the 8 in 10 into raving fans overnight, but at least the journey is underway.
