In 2023, the Certified Financial Planner Board of Standards launched the “It’s Gotta Be A CFP” public awareness campaign, coinciding with the 50th anniversary of CFP certification.

The initiative raised awareness of the significance of working with CFP professionals, who make a fiduciary commitment to act in the best interests of their clients.

The integrated campaign, in which the CFP Board spent more than $15 million, included a mix of TV, online advertising, social media, radio, the LetsMakeAPlan.org website and public relations efforts. The unifying message? Whether it’s your bungee instructor or your financial advisor, working with professionals you can trust is key.