The Financial Planners Standards Council (FPSC) is promoting the Certified Financial Planner (CFP) designation to Canadian investors with a converged media buy of radio and transit advertising this RRSP season.

More than 30 financial planning professionals who hold the CFP certification are hitting the airwaves in Toronto, Ottawa and Vancouver to talk about financial planning and showcase the talents of the CFP community.

Outdoor transit posters displaying the promotional line “Money Talks — Are You Listening?” promote the FPSC-sponsored weekly radio “ask the expert” style phone-in talk shows airing in Ottawa (CFRA), Toronto (MOJO) and Vancouver (CFUN) for eight consecutive weeks in January and February.

According to the FPSC, the aim of the campaign is to increase public awareness of the CFP and inform Canadians about the importance of life-long financial planning when personal finance is top of mind during RSP season.

Web site promotion of the radio shows expands the exposure of the regional buy to a national level. Audio stream of the live programs can be accessed through the FPSC Web site (www.cfp-ca.org).h.

FPSC adds that the radio programs and transit ads are part of a broader marketing campaign that includes national life-style and business magazine full-page advertisements. The ads feature individual CFP professionals and their diversity of expertise and practice styles, as well as their adherence to common CFP standards of competency and ethical behaviour. The campaign tag-lined “Take the next Step” is in its third year says FPSC VP, communications and corporate relations Ann Bowman.

While Bowman concedes that financial planning is about much more than RRSP investments, “These brand ambassadors will help tell the financial planning and CFP story to thousands of Canadians this RRSP season when they are most ready to listen and to take that next step and seek the advice of a financial planning professional.”