FSRA Breaks Language Barriers

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Challenge

Financial literacy isn’t one-size-fits-all. FSRA needed to connect with Ontario’s multicultural communities (particularly South Asian, Chinese, and Filipino newcomers) on two very different, but equally important, financial fronts: private mortgages and pensions. The goal was to drive awareness, encourage informed decisions, and promote FSRA as a trusted authority in financial regulation.

What We Did

· Meta (Instagram & Facebook)
· YouTube
· Programmatic
· SEM
· Ethnic media direct buys: Times of India, TFC, WeChat, Canada Visa, Kijiji
· Press Release

AVC Answer

Our strategy focused on cultural familiarity as the entry point to financial literacy. We created visuals that reflected what “home” looks like in each community. And by home we don’t just mean houses, but lived-in spaces filled with real, recognizable details. This built instant trust, making the message more digestible. We paired that with simplified copy written in a tone that felt more like a personal heads-up than an institutional warning. This helped our audiences learn something new and make them feel like someone was looking out for them.

Impact

· Over 14.7M total impressions across both campaigns
· 127K total clicks
· CTRs of 0.51% and 1.24%, both significantly above industry benchmarks
· Over 2.39 million earned media impressions through PR coverage

See it in Action

Dive deep into cultural insights that resonate, creative stories that captivate, and media strategies that hit home, every time.