To make financial literacy seem less daunting, and to bring humour to what many perceive as a dry topic, the Alberta Securities Commission (ASC) launched an online campaign called The F-Word (Finance). The campaign featured a tongue-in-cheek video and social media messaging to encourage Albertans to visit the newly re-launched CheckFirst.ca. The website recently received a makeover and now features a wide range of tools and resources including six new educational videos (Investing 101) featuring personal finance expert Kelley Keehn. As a way to test what Albertans have learned through the month, the ASC hosted a Facebook live game show, Fraud or Fact.
In addition to our online campaign during Fraud Prevention Month, the CheckFirst Café popped up at the Edmonton Boat & Sportsmen’s Show and the Calgary Outdoor Adventure & Travel Show. We served free coffee and spoke to approximately 6,000 booth visitors, highlighting the resources available to help Albertans increase their financial literacy and avoid investment fraud.
Clever web ads direct Alberta investors to the CheckFirst.ca site.
This year the ASC also ran a social media campaign called #ASKASC. The campaign encouraged Albertans to get curious about investing and ask their questions about the stock market and investing.
Responses were developed with the assistance of ASC subject matter experts and posted weekly throughout the campaign. All eligible questions were entered into a draw to win a smartwatch at the end of the campaign. The ASC continues to run cost-effective television and radio advertisements across Alberta during limited periods to heighten awareness of securities fraud, how Albertans can protect themselves, and the financial literacy resources available through the ASC.
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