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Increasing Awareness

Public Awareness Campaign & Toolkit

CFP Board’s Public Awareness Campaign, It’s Gotta Be a CFP®, emphasizes the importance of asking the right questions — especially when it comes to your finances. It puts a spotlight on the most important question every consumer should ask of a financial advisor: "Are you a CFP® professional?"

The campaign includes a mix of TV, online advertising and public relations efforts, all designed to bring awareness to the importance of partnering with a CFP® professional.

Campaign Resources

CFP® professionals can download, share, and utilize these resources as their own, in ways that fit the needs of their channels and clientele.

Animated Digital Banner Ads

Digital display ads are provided in a variety of formats and can be embedded into your website. Use any combination of these ads to link either to your website or to your “Find a CFP® Professional” profile.

How to use the display ads

Social Posts

Social Media

CFP Board encourages CFP® professionals to like and follow our social accounts. By sharing our posts on your social networks, you can help to bring greater awareness of benefits of using a CFP® professional to your friends, potential clients and colleagues.


Sample post: CFP® professionals are committed to acting in your best interest. That’s why It's Gotta Be A CFP®.

Get the social media graphics

Promotional Materials

CFP Board’s Public Awareness Campaign, It’s Gotta Be a CFP®, is designed to remind potential and current customers how important it is to partner with a CFP® professional. You can also help spread the message.

Stay Visible

Your Public Profile

Your public profile is a great way to stay visible among consumers, peers, and firms, especially while our Public Awareness Campaign ads are on TV. It can be displayed through the "Find a CFP® Professional" search tool on our Let's Make a Plan website. Take a few minutes to ensure your profile is complete and up-to-date.


Visit the Let's Make a Plan website to see the public awareness campaign in action and search for CFP® professionals.

Visit Let's Make a Plan