The Association of Financial Advisers (AFA) is pushing ahead with plans to launch a national marketing campaign aimed at increasing the number of Australians who seek financial advice.

CEO Richard Klipin says the Make a Plan campaign hopes to lift the use of financial planners from the current 20% of Australians to 30% by 2014.

The AFA expects to launch the campaign in the coming months, with AFA President Brad Fox saying the association has raised half of the $2.5 million needed to launch the campaign –including $500,000 from its members.

Mr Fox says the campaign, which will involve radio, TV, magazine and electronic media advertising, will aim to convey the message that people who use planners are financially and emotionally better off.

“We’ve got to get to the deep-seated emotions and beliefs,” he said. “What’s been tried in the past hasn’t worked.”