CCF Work’s Right on The Money

Reliastar Backs Its PBS Show Nationally
CHICAGO–Clarity Coverdale Fury uses humor in a national print campaign to promote a Public Broadcasting Service show funded by client Reliastar Financial Corp.
The show, Right on The Money, which airs on public television stations in 50 markets, has not been promoted nationally, said CCF creative director Jac Coverdale.
The campaign will run in TV Guide nationally and in local newspaper programming guides throughout the year, Coverdale said.
Print work uses humorous pictures and captions to highlight subjects on the show. One shows a distraught father watching television with his four daughters. A callout from the television explains, “Next week on Right on The Money, ‘How to finance a wedding.’ ” Another features four garden gnomes watching, through a window, a show about “collectibles as an investment.”
“We want to inform people about Right on The Money in a way that fits the personality of the show … fun, engaging and not too heavy,” Coverdale said.
The work continues the positioning CCF has built for Reliastar as a company that educates investors, Coverdale said. The company spends about $5 million a year. K