After investing more than $1 million in its advertising campaign, the Financial Planning Association (FPA) has released results indicating more Australians are seeking out financial planners for their investment advice.

The “Don’t Ask Dazza” promotion is part of a three-year initiative to build awareness of the industry among potential consumers.

It centres on the well-intentioned colleague, friend or family member, “Dazza”, whose “expert” financial advice is no substitute for that of a qualified professional.

The first phase, targeting the 45-60 age group through newspapers and TV in both metropolitan and regional areas, was launched last in October last year.

Early figures indicate it has had an effect on investors. Telephone research of more than 500 Australian investors found 34% had seen the advertisements. Of these, 52% said they intended to see a financial planner in the future.

Only 37.4% of those that had not seen the campaign planned to make an appointment with a planner.

FPA CEO Kerrie Kelly says the advertisements have got people thinking about the real value of good advice. “The campaign is arresting and memorable; and, most important, it is encouraging more Australians to visit a financial planner.”

The association is now gearing up for a second phase of advertisements, due to hit pay television and print media in April. It is the first time the FPA has advertised through pay TV, but Ms Kelly says it expects strong results, particularly in its target demographic.