The subject of personal finance can be filled with uncertainty. Reaching the level of financial wellness that allows for true independence can be difficult when struggling to break even. Some perspective: according to the St. Louis Federal Reserve, the personal savings rate in the U.S. has drastically declined from 11 percent in 2012 to just below three percent today. The math doesn’t exactly inspire too much optimism.
However, there’s another, brighter side to finance, where dreams beyond the scope of our imagination have a fighting chance of becoming a reality. Financial literacy can make all the difference between the possibility of, say, starting a business seeing the light of day and a vision remaining left in the dark.
PurePoint Financial teamed up with long-time marketing agency of record Epsilon and CNN’s Courageous Studios—the branded content arm of the network—to share the brighter, often forgotten side of finance. The “Inspiring Tomorrow” campaign, on CNN’s digital channels, highlights three real, unique stories about the necessity of a reliable and sometimes costly support system. Through a trio of short films, the brand aims to show how anyone can achieve greatness by setting goals and investing in their future, whether you’re a middle school student or an Olympic gold medalist.
“For the stories within our new branded content series, and countless others around the country, it’s about empowering everyone with the tools they need to reach their dreams,” says Maha Madain, head of enterprise marketing for PurePoint Financial. “This is a mission close to our heart.”
One especially galvanizing story titled “Lessons in Gold” comes from Hannah Kearny, whose adolescent dreams of becoming a professional freestyle skier evolved beyond a fun pastime with the help of a financier and mentor who believed in her potential when she was only twelve years old. With the proper resources and just the right push, she went on to develop her skills enough to win a gold medal at the 2010 Winter Olympics.
Kearny isn’t the only one with a fascinating story. In the follow-up episode “Virtual Miracles,” a group of Iowa middle school students finds a way to connect with older generations by teaching them how to use virtual reality goggles. The headsets are not for recreation, but rather a tool to help the elderly access some of their memories which, as shown in the film, are excellent sources of information and history. The exchange not only resonates as a touching moment but flies directly in the face of any notion that generations have nothing to learn from each other.
The third film, “Born to Fly,” takes an inspiring look at the non-profit organization Figure Skating in Harlem, which empowers girls of color with education and training resources. Shamyah Williams, who is featured in the film and still in high school, serves as one of the organization’s leading voices. It now represents a chance for young girls to recognize their leadership potential early by investing in their talents and arming themselves with the knowledge needed to thrive—which happens to start with teaching them about finances.
Click here to see the short films and read the rest of the article at AdWeek
