Financial Literacy Advocacy & Awareness Campaigns

We run a variety of campaigns and grassroots programs that build public support, media attention, and policy momentum for stronger financial education.

Our team of passionate advocates turns evidence into action. Through national research, media outreach, coalition-building, and community campaigns, the NFEC raises public awareness about the urgent need for high-quality financial education and equips local leaders to deliver it. From headline-making surveys and PSAs to family-focused initiatives and state-level advocacy, we build the public support, partnerships, and policy momentum that help schools and communities teach every student to make informed financial decisions. We’re grateful to the educators, volunteers, and partners who make this work possible.

Industry Data That Drives Media Attention

The NFEC runs national surveys and assessments that spotlight gaps in financial knowledge and fuel media coverage and public debate. Our research provides clear, shareable metrics that reporters, policymakers, and partners use to illustrate the urgency of financial education. Here are two examples of data:

Annual Financial Literacy Test Results

Over 160,000 people from all 50 states have taken the NFEC financial literacy test. The findings are regularly cited by major outlets including The Hill, Yahoo Finance, Business Insider, Forbes, CNBC, and MarketWatch.

Annual Financial Illiteracy Cost Survey

Since 2017 we’ve asked US adults a simple question: how much did you lose this year due to lack of financial knowledge? The single-question format produces headline-ready estimates that have run in Forbes, Yahoo Finance, Plan Advisor, MarketWatch, and others

Family and Community Engagement in Youth Finance Education

The NFEC promotes a range of initiatives that empower individuals and families to actively support the movement to improve financial capabilities. From the Cash for Candy campaign to Take Your Child to Work Day, Love and Money Month, and the Kids’ Chores Initiative, the NFEC provides resources and encourages community involvement to help build stronger financial foundations. Here are a few examples:

Love & Money Month

A February campaign exploring how money affects relationships – romantic, family, and parental – and offering resources, activities, and tip sheets to help couples and families talk about money and plan together.

Back-to-school Financial Literacy

Lesson plans, parent tips, and age-appropriate activities that turn back-to-school shopping and routines into hands-on money lessons for students and families.

Take Your Child to Work Day

Guidance and ready-to-use activities for employers and parents to turn workplace visits into practical lessons about careers, earning, and money management (observed the fourth Thursday in April).

Cash for Candy

A Halloween campaign encouraging communities to swap candy for small cash gifts or run buy-back events – creating teachable moments about saving, budgeting, and community giving. Resources, event kits, and worksheets are provided.

General Public Awareness

The NFEC runs national public awareness campaigns to build widespread support for teaching every student to make informed financial decisions. Our work includes celebrity spokesperson partnerships, public service announcements placed in major outlets, and advocacy-driven marketing that sparks public demand for stronger, higher-quality financial education.

The United for Financial Literacy℠ Advocacy Initiatives advance this mission by promoting robust K–12 standards, encouraging parental involvement in children’s money education, and supporting community-based programming that delivers real results.

We equip advocates with ready-to-use resources – messaging toolkits, media templates, briefing materials, and campaign playbooks – so local leaders can move policy, mobilize communities, and expand financial education across the country.

Calendar of Campaigns

January

In conjunction with the New Year and Financial Wellness Month, January promotions encourage people to review their finances and make plans for the coming year. Share a Personal Finance Calendar that helps people organize and automate their financial planning. Help us spread the word about how much money people report having lost in the past year due to financial illiteracy.

February

In February, we remind people that they will start receiving information they’ll need to prepare their tax returns. Also, to coincide with Valentine’s Day, we’ve designated February as Love & Money Month. Join us in sharing resources to open lines of communication about finances between couples, families, and adults with aging parents.

March

Setting our clocks forward in mid-March triggers what we call Sunset Savings Time – a reminder for people to review their savings plans. We also release results of our annual financial literacy test, which you can share with your network. Consumer Protection Week occurs the first week of the month, representing a time for consumers to learn about their rights and how to protect them. March also is National Credit Education Month. Help us spread the word about the importance of having a great credit score and share resources to help people get there.

April

April is a big month for financial wellness – National Financial Literacy Month. On National Teach Children to Save Day, join us in sharing standards and tips for teaching kids about money. Tax Day arrives mid-month, a time to remind people to file their returns and review their tax plans. On Financial Educators Day, we celebrate those individuals who are making a difference in people’s lives through financial education. We also offer an Easter version of the Cash for Candy promotion, encouraging parents to put cash in their kids’ Easter baskets instead of candy. Finally, Take Your Child to Work Day occurs the 4th Thursday of the month. Help us share the word about the benefits of showing kids the value of exploring career possibilities.

May

In May we highlight Family Financial Wellness as a promotional message. For Mother’s Day, join us in sharing the Family Chores Project as an alternative to traditional gifts for Mom. Help spread tools and activities for teaching children positive money habits. We release the results of a survey about which parents are more likely to teach their children money skills. On National Military Spouse Appreciation Day, take part in donating free online financial education to military families.

June

June is National Homeownership Month. We promote looking at long-term financial planning related to homeownership. The Family Chores Project offers kids an alternative gift for Dad – volunteering to take on some of his chores. For college-bound students, the FAFSA form must be submitted by the end of June. Share a complimentary guide to tackling student loan debt. Stand with us in promoting draft legislation mandating that students must have financial education before they can take out federal student loans.

July

Research shows that kids frequently suffer learning loss over the summer months. In July we promote ways to help them develop a strong work ethic while they learn money skills. For Independence Day, help us distribute complimentary tools for working toward financial independence. On National Lottery Day, we encourage people to celebrate by NOT playing the lottery.

August

August is National Wellness Month, so we promote getting education to improve one’s financial wellness. It’s also Back-to-School Month. Help us get the word out to parents to seize shopping as a teachable moment to deliver valuable money lessons for children – we offer a free shopping list and activities to get them started. Stand with us to advocate that high schools offer financial education as part of their core curriculum. Our surveys indicate that most Americans agree with this mandate. At the end of August, National Lemonade Stand Day offers a chance for kids to practice entrepreneurship and money management.

September

September marks National Preparedness Month, a good time for people to review and update their emergency preparedness plans. Promote the results of our survey demonstrating Americans’ ability to meet a financial emergency. September also is Suicide Prevention Awareness Month. Join us to raise awareness about resources for handling financial stress. Around Labor Day, we promote employee financial wellness with research results and resources.

October

In October we observe three occasions related to emotional and mental health: Emotional Wellness Month (all month), Mental Illness Awareness Week (second week), and World Mental Health Week (second week). Help spread awareness about the relationship between personal finances and emotional/mental health. Share results of a survey about where people turn when they need financial guidance. For World Savings Day, we promote the importance of savings to one’s future. The Cash for Candy Campaign offers ways for treat-givers to hand out cash instead of candy on Halloween and teach kids valuable money lessons at the same time.

November

As the holiday season gets underway, our promotions focus on advertising that targets young children and why it should be stopped. Stand with us as we reach out to policymakers and advertisers about this important issue. “In the Black Friday” is our push to encourage people to save instead of spend this holiday season – staying in the black instead of going into the red. Sunset Savings Time kicks off with the mid-month time change. Remind people to review their long-term financial plans and explore how they can increase their savings. November is also National Entrepreneurship & Career Development Month; join us to promote lifelong learning and skills development.

December

To encourage overall financial health as the holiday season wraps up, we promote our Give Savings campaign. This campaign encourages people to give their loved ones the gift of savings instead of going into debt over the holidays. Our survey results indicate that most Americans would prefer to receive money over gifts. Also, help us share our free annual Personal Finance Calendar to help people organize their finances and get reminders of key dates for the coming year.

Financial Literacy Advocacy

The NFEC team is made up of passionate advocates who find ways to effectively promote financial wellness. Our financial literacy advocacy campaigns successfully raise mainstream awareness, recognize financial education advocates, and promote financial literacy.

NFEC CEO, Vince Shorb states, “Financial illiteracy contributes to a wide range of problems people face today – those championing the movement to encourage financial wellness are needed advocates in their community.”

We commend you for your desire to promote financial literacy and invite you to become an active participant to further our shared cause. Thanks to the efforts of supporters like you, we will positively affect the lives of the people we reach with this message.

Financial Educators Day

A Day to Recognize Financial Educators

Financial Educators Day recognizes those individuals who are working to improve the financial capabilities of people in their communities. While taking the opportunity to recognize traditional educators, we also extend our thanks to volunteers, financial professionals, concerned citizens, and others who teach financial literacy. All these individuals are invaluable to the effort.

Financial Educators Day takes place the last Friday of April each year. In 2017 the event is scheduled for April 28 (see below for a 10-year schedule). Initial support from politicians, celebrities, and organizations in the financial literacy industry have transformed the last Friday of each April into a day of recognition, celebration, and advocacy.

The NFEC has honored several hundred educators from over 44 states and 14 countries. These awards serve as public recognition for their efforts and contributions to the financial literacy movement.

Cash for Candy

Financial Literacy Promotions via media

#CashForCandy Halloween Promotion

To address the financial illiteracy epidemic and improve wellness, the National Financial Educators Council developed the #CashForCandy campaign. This campaign raises awareness about the importance of molding healthy dietary and financial habits.

This campaign offers two solutions for people who desire to contribute to the heath, financial security, and education of our nation’s young people. Parents are encouraged to exchange cash for the candy they collect, and use the opportunity to start teaching kids money management lessons. Treat-givers are encouraged to substitute cash for candy. The NFEC also provides handouts for parents and treat-givers to help guide children toward positive financial behaviors.

In its inaugural year, this campaign was featured as the main story on CBS Marketwatch, front page MSN News, and as a Wall Street Journal feature and podcast, and also was picked up by many other media outlets.

Public Service Announcements

Financial literacy advoccy PSA

Featured PSAs

The NFEC is committed to raising mainstream awareness about the importance of financial literacy. Public Service Announcements help us garner media coverage and give our stakeholders discounted media buys.

“The Talk” Financial Literacy PSA campaign is designed to elicit an emotional response that encourages parents to talk with their kids about money. The campaign goal is to inspire them to have “The Talk” with their kids, sharing money skills that can help young people avoid financial stress and worry and achieve financial security. This campaign was featured in TIME.

The NFEC also writes and produces PSAs for various stakeholders:

FLEC

FLEC promotions for finanical literacy

FLEC (Financial Literacy, Entrepreneurship & Career Education)

FLEC subjects have a direct impact on the future financial security of our nation’s youth. Financial Literacy, Entrepreneurship & Career Education are directly related to young people’s ability to earn and manage their money; yet they are missing from most school curricula.

The National Financial Educators Council has formed the FLEC alliance to promote financial literacy, entrepreneurship, and career education in schools. The FLEC Alliance provides resources for those who teach these subjects while raising awareness about the vital role such education has on the financial well-being of individuals and communities across the country.

Goals of the alliance are to make FLEC education a national priority and promote this agenda so future generations become financially prepared for life.

Petitions, Legislative & Financial Literacy Advocacy Efforts

Financial Education Legislation & Petitions

The NFEC continues to expand its efforts to promote legislation that increases access to financial literacy education. We conduct this advocacy by mobilizing supporters and contributing to legislation that encourages financial wellness.

In 2013, the NFEC teamed up with Sharon Lecture to support the passage of Arizona SB1449 – a bill that requires financial literacy concepts to be permanently incorporated into economics standards and creates a separate statute for those concepts.

Currently the NFEC has drafted legislation called the College Student Protection and Financial Education Act to enlist politicians in the effort to proactively address the national college debt crisis. This legislation proposes a preventive model similar to the Bankruptcy Abuse Prevention and Consumer Protection Act of 2005, which requires people to receive budget counseling before they can file bankruptcy and financial education after they file.

Financial Education Instructor of the Year

Each year the National Financial Educators Council selects an educator who represents the best practices in financial education to receive the Financial Education Instructor of the Year award. The Financial Education Instructor of the Year award was created to highlight the work of people who are making a lasting difference in the lives of the students they reach.

Past Recipients:

Rachael Hanible, Financial Education Instructor of the Year 2025

Skyler Harwood, Financial Education Instructor of the Year 2024

2023 Financial Education Instructor of the Year Paul Goebel

2022 Financial Education Instructor of the Year Sunny Istar Lee

Bola Sokunbi, Financial Education Instructor of the Year

Sharita Humphrey, Financial Education Instructor of the Year

Maria Riofrio

Sonya Anderson

Ben Joergens

Sam X Renick

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