The game-changer for advice

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Advisers will have the opportunity to show just how much difference financial advice can make in the lives of consumers.

The AFA and Evolution media group (EMG) have launched Your Best Interests, and are looking for advisers to participate.

Through Your Best Interests, consumers will tell their own stories, their own way, via a national reality TV show. AFA CEO Brad Fox says that this is the key to demonstrating the value of advice to the wider community – using real, life-defining moments.

“Putting an aging parent into aged care; creating a trust to look after your handicapped kid when you’re already 65 and your health’s failing because you’ve got cancer. Those life-defining moments are out there, and that’s the stuff financial advisers really do.

“We haven’t been able to tell that story, we haven’t been able to show it. And if we stand up and tell the story, I’m not sure we’re going to find our audience. We need our audience to tell our story to our audience, and that’s the guts of it, that’s what it’s about.”

Fox believes that the show will be a game-changer for financial advisers, and EMG managing director, Marcus Field, agrees.

“Life is full of defining moments,” says Field. “These are the experiences that connect us all as people. From having kids, to kids leaving the nest, we’re going to bring to life the stories of real Australians and how advice can help make the most of those moments.”

“It's time we reframed the conversation between consumers and financial advisers and showed Australia how great advice can transform lives.”

To generate awareness and grow the Your Best Interests community, the AFA and EMG have launched an extensive TV, radio and social media campaign, asking consumers to share their big moment and have the opportunity to win $5,000.

The full reality TV and web series will launch early in 2014, featuring competition winners and selected adviser and industry experts.