Edna Silva and Jennifer Elena are presenting the Silver Anvil case study, “Wells Fargo Hispanic Consumer Financial Education Campaign,” at the PRSA 2013 International Conference on Tuesday, Oct. 29, 2:15-3:30 p.m.
The Hispanic community is the largest-rising minority group in the United States. According to the U.S. census, today there are 50.5 million Latinos in the U.S., and by 2050 there will be 130 million. The financial stability and contribution of Hispanics are important to the success of a U.S. economic recovery. Lack of financial knowledge can hinder an individual’s ability to own a home, secure college loans, manage debt and save for retirement.
Given the Hispanic community’s need for increased financial guidance and in-language financial education, Wells Fargo worked with the JElena Group on a financial education campaign to help educate the Hispanic community around financial topics, and to help them succeed financially.
The session will discuss strategies and tactics that created a financial education platform by:
- Delivering in-language and culturally relevant messages.
- Collaborating with national community partners.
- Understanding what information reporters and communities need.
- Developing a network of Wells Fargo subject matter experts.