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CBA Sponsors Credit Scores Ad Campaign

April 01, 2008

Washington A national public service advertising campaign to educate consumers about the importance of establishing and maintaining good credit has been launched by the Advertising Council with support from CBA’s Consumer Bankers Foundation (CBF) and the Leadership Conference on Civil Rights Education Fund (LCCREF).

The campaign includes television, radio and Web advertising. All of the PSAs direct the audience to a new Web site, www.creditfairy.org, which provides simple steps that anyone can take to raise their credit score.

"The Consumer Bankers Foundation is proud to be working with the Leadership Conference on Civil Rights Education Fund and the Ad Council to sponsor this campaign," said Joe Belew, CBF President. "In today's economic environment, it is particularly important for people to understand the value of maintaining good credit and the steps they can take to improve their credit score. We want this campaign to offer them a reliable source of practical information."

Belew expressed his appreciation to CBA members banks which also contributed funding for the campaign, Wachovia, HSBC, National City, Citibank, and SunTrust.

According to a recent survey conducted by the Ad Council and Opinion Research USA, Americans believe there are actions they can personally take to improve their credit score yet are unsure what those actions are. Credit scores impact a consumer's rate and loan terms, access to reputable financial services and more importantly, access to credit.

"We are thrilled to partner with CBF and LCCREF on this innovative campaign to remind Americans that good credit is a crucial step to building a solid financial future. We hope Americans will be inspired by the PSAs and take simple actions that positively impact their credit score," said Peggy Conlon, President and CEO, the Ad Council. "I believe this campaign will be generously supported by the media and, more importantly, motivating for the target audience."

"LCCREF is pleased to be a part of an educational campaign to shed light on the mystery that surrounds credit scores. In addressing the current mortgage lending crises it is important that both public and private institutions become part of the solution," said Karen Lawson, President and CEO, Leadership Conference on Civil Rights Education Fund. “It is our hope that the financial literacy tools provided through this campaign will play a role in empowering consumers in their financial dealings.”

"Most Americans know that it's important to have a good credit score. But not everyone knows how relatively easy it is to improve their credit rating," said Mark Fisher, Senior Vice President, Group Creative Director at Mullen. "With the Credit Fairy campaign, we're looking to minimize the intimidation factor in a simple, engaging way."

Per the Ad Council model, the PSAs will run and air in advertising time and space that is donated by the media.

Created pro bono by Mullen North Carolina, the campaign helps consumers overcome the intimidation of negative credit and the perception that it is an overwhelming to near impossible task to improve your credit score.

The nonprofit Consumer Bankers Foundation is an arm of the Consumer Bankers Association, the recognized voice on retail banking issues in the nation's capital.

The Leadership Conference on Civil Rights Education Fund, the research and communications arm of the Leadership Conference on Civil Rights, is committed to the protection and advancement of basic civil and human rights. The Leadership Conference on Civil Rights is the nation's oldest, largest and most diverse civil and human rights coalition. It furthers the goal of equality for all through legislative advocacy and public education. LCCR consists of nearly 200 national organizations. Its website is www.civilrights.org

The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to deliver critical messages to the American public. The Ad Council has produced, distributed and promoted thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas of health & safety, community and education.

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