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360 Degrees of Financial Literacy: CPAs Helping Americans Build a Financial Future

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. AICPA Leadership & Resources. Award Winning Web Site. 16 Nat’l Awards +

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360 Degrees of Financial Literacy: CPAs Helping Americans Build a Financial Future

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  1. 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

  2. AICPA Leadership & Resources Award Winning Web Site 16 Nat’l Awards + SS Awards 53 State Societies 750+MM Media Annually Federal & Local Leg. Outreach The 360 Scope

  3. The Ad Council: Social Issues Through the Decades 1960s: Pollution, Discrimination 1950s: Forest Fires, Polio 1970s: Peace Corps, Red Cross 1980s: Crime, Drunk Driving, Seatbelts, AIDS 1990s: Education, Recycling, Child Abuse 2000s: Violence, Mentoring, Obesity Prevention

  4. Feed the Pig Campaign • Show the target audience that making smart financial decisions is not as hard as they may think • Motivate them to take action to raise their financial literacy levels • Small Changes Add Up • Start Saving

  5. Target Audience: Career Builders • Independent, resilient, adaptable • Social Networkers • Friends oriented • Skeptical and hard to break through • Mistrust institutions and reject rules • Completely “Wired” • Get information and interaction online • Multi-taskers

  6. Generation Debt: Second highest rate of bankruptcy, just after those aged 35 - 44. Now spend nearly 24% of income on debt payments. Graduate $20,000 in debt with about $2,000 in credit card debt. Between 1983 and 2001, credit card debt nearly tripled from $3,989 to $12,000. Career Builders

  7. AICPA Commissioned Study: Declining Savings & Net Worth

  8. Micro Site Print Ads xx

  9. Radio and TV Spots • Radio • Citizens of America • Commercial Break • Television • TV Store • Payday • Laugh • Rocket

  10. New Media Efforts

  11. 280+ Million Media Impressions 20 MM Media Impressions in One Day

  12. 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

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