Schwab Financial Literacy Campaign - Money Matters

Schwab Community Services

Situation

• The financial meltdown has been a wake-up call for all Americans. 
• Personal finance is a “high avoidance” issue. Everyone knows they need to do something different, but it’s hard to get started and take action. 
• The financial literacy landscape is cluttered. Dozens of organizations (corporate, nonprofit, and gov’t) have launched educational initiatives – but few are focused on lifting barriers to changing behavior.

Solution

 Our solution included the following objectives:

• Break through the clutter of the financial literacy space with a fresh message that goes beyond education and inspires people to take action, change behaviors.
• Make financial fitness attainable with a steady drumbeat of simple, clear actions anyone can take.
• Address the reality that personal finance is a “high-avoidance” issue – especially for young people getting started.
• Leverage social media to engage financial novices on their turf and give them a voice. (We are listening.)
  

Benefits

 Key benefits among many others:

• Inspires people to take a few moments each week to improve their financial health by offering a weekly diet of easy-to-digest actions.
• Makes it easy and achievable in a short amount of time.
• Provides a steady drumbeat of ideas and advice – every Monday.
• Provides motivation and support through social networks.