Money takes centre ice today, in a multi-platform information campaign aimed at financially-challenged Canadians.
The campaign shows how a leading independent financial education authority can use digital media to interact with the public about sound financial futures, and a real understanding of money.
The awareness campaign kicks off at the Barrie Molson Centre in an Ontario Hockey League matchup between the Barrie Colts and the Ottawa 67's, and continues at various OHL venues through March.
Online and mobile applications developed for the campaign are supported by comprehensive branding messages and public service announcements.
Backed by out-of-home buys in print, online, billboard, transit, television and radio spots, and game night on-site public service announcements and contests, "The Puck Stops Here" is developed to encourage hockey game spectators to learn more about the serious and important task of being prepared for retirement.
A financial literacy assessment game, The Cranial Cash Clash, will also launch as part of the campaign.
The online and mobile game released for Apple iOS, Google Android is available on GetSmarterAboutMoney.ca. The game helps Canadians assess how much they really know - and don't know -- about money, spending, debt, investment and retirement planning. The multiple Q and A game features eight "episodes" in which players compete to score cranial points - and improve their financial knowledge. Players can also "clash with their friends" and compete with the global financial community to see who can score the highest.
"Efforts to improve financial literacy won't be effective unless we actually reach people with the message and make it appealing and relevant. We're doing that by reaching consumers in a unique and effective way," explained Investment Education Fund (IEF) President, Tom Hamza. "It is our job to start and fuel the important discussions Canadians need to be having about money."
"The Puck Stops Here" is part of IEF's website GetSmarterAboutMoney.ca and is targeted at pre-retirement Ontarians attending OHL games throughout the province during the Registered Retirement Savings Plan (RRSP) and tax seasons.
The campaign is executed by H2 Central Marketing & Communications, IEF's Agency of Record. Toronto-based H2 provides strategic communications and media production services to the financial, business and non-profit sectors.
IEF was established by the Ontario Securities Commission (OSC), and is funded through OSC enforcement settlements.