Canadians and Their Money

Other public awareness campaigns that have been mounted successfully in the pastcan serve as useful models:• Many participants in our consultations cited the successful ParticipACTION fitnesspromotion campaign from the 1970s, recently re-launched. The program targetspoor dietary and exercise habits, and recognizes that there is a need for a broadlybased education and engagement campaign to address those habits in manydifferent contexts;• One participant in the public consultations suggested that a financial literacyawareness campaign could be patterned after Quebec’s “0-5-30” health strategy, 34for example, by promoting a “0-10-300” message to encourage Canadians to bezero minutes late on bills, devote 10 minutes monthly to household budgeting,and commit 300 minutes a year to retirement planning; and• Along the lines of the successful Canada Food Guide, a “Financial Health Guide”could be created, showing core competencies in personal financial management.Distributed and promoted to all Canadian households in multiple languages anddistinguished by strong, consistent branding, such a guide could serve as a keypiece in the public awareness effort.Recommendation 19The Task Force recommends that the Government of Canada, in partnership withstakeholders, establish a comprehensive and ongoing public awareness campaign topromote awareness of the need for financial literacy.34 Gouvernement du Québec. (2010). “Combinaison prévention 0-5-30.” Retrieved from www.0-5-30.com64TASK FORCE ON FINANCIAL LITERACY – IV. Delivery and Promotion