NEW YORK--(BUSINESS WIRE)--Citi today unveiled a new nationwide digital advertising campaign to encourage a conversation about an often avoided topic: money. With new research by Citi showing that two-thirds of consumers believe that the topic of money is “taboo” and half of consumers are uncomfortable discussing money, Citi is sparking a conversation with customers about their money to help them gain better command, confidence and knowledge.
“This new campaign puts the focus squarely on our clients and the fact that everyone has questions, needs and concerns about money,” said Jud Linville, CEO, Global Cards and Consumer Services. “The campaign highlights our commitment to helping our clients address and solve their concerns in a sincere and human way. To us, it is about emotionally connecting with them, partnering with them to improve their financial lives and enabling their growth and progress.”
The breakthrough campaign recognizes the fundamental truth that people would rather do just about anything than speak openly about their finances — even with a spouse or partner, their family, and closest friends. The digital campaign brings money to the forefront of the conversation by asking questions in a humorous “Would You Rather?” format.
Millie Bobby Brown, best known for her role as Eleven on the Netflix hit show Stranger Things, is featured in the campaign probing adults on common money issues and posing difficult “Would You Rather?” questions to get at the heart of why we avoid talking about money. A teaser for the campaign launches today with ads launching in social channels in the coming days — all centered around the uneasiness that often surrounds money with the tagline: “Money’s tough. Let’s face it.”
In tandem with the social spots, a content hub is available at citi.com/letsfacemoney with articles, infographics, interactive calculators, quizzes etc., addressing top money avoidance topics and encouraging people to start having the tough conversations. The content spans topics from “What Kids’ Toughest Money Questions Really Mean” to “Questions to Start the Money Talk with Your Parents” and are informed by a panel of academic experts who offer research and knowledge into the issue and potential solutions.
2016 Citi Money Avoidance Survey
The new survey was conducted by Wakefield Research among 1,000 nationally representative employed U.S. adults ages 18+, between November 7th and November 10th, 2016, using an email invitation and an online survey. The margin of error for this study was +/- 3.1 percentage points.
Citi, the leading global bank, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management.
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