Branded content specialists evoTV and The Association of Financial Advisers (AFA) have joined forces to launch Your Best Interests, a new TV show aimed at addressing one of the biggest issues the financial advice industry faces – that so few Australians actually seek financial advice.

The show has been produced as a collaboration between evoTV and the AFA with the intention to help re-introduce the benefits of financial advice and demonstrate the often forgotten value of advice relationships to the greater Australian population.

The pilot was launched this week by AFA’s CEO Richard Klipin together with former Today Tonight host and brand ambassador for the show Naomi Robson at the AFA National Conference held on the Gold Coast.

In his opening address, Mr Klipin highlighted the importance of the show in drawing attention to the value of financial advice. “If we are to prosper as an industry we must first demonstrate the value of advice relationships to the greater Australian population… simply saying that our industry is professional is not enough.”

“Whether you are struggling to make ends meet on a low income or you are living a life of luxury, debt has become a part of the Australian culture. It binds us all together and is the driver of so much uncertainty and stress,” Mr Klipin said.

Marcus Field, Managing Director of the evolution media group which owns evoTV, explained that branded content gave the AFA the format it needed to tell the stories of real advice relationships in order to convince the Australian public that it’s in their best interests to seek financial advice.

“Advertising advice to the 80% of Australians who don’t seek it won’t make a difference. Why would they take the time to listen to a message about something they don’t trust, understand or value? Branded content that stands on entertainment and emotional merit, that our audience will want to connect with, is the only way to engage Australians on the topic of advice.”

“To help the AFA connect with Australians Your Best Interests is focused on telling real life stories. These stories are relatable, they are emotionally powerful and they show real people getting help to solve their problems through an advice relationship. We want to tell stories that position advisers as not only the means to address the debt problem, but also as the catalyst for holistic life changes,” Mr Field said.

The show’s pilot is based around a married couple and their four young children and observes the financial difficulties and uncertainty they live with. Through the help of a financial advisor they are able to set achievable financial goals and take clear steps towards achieving them.

Later episodes of the show will focus on different socio-economic aspects of debt, and will demonstrate a range of advice solutions, including a high-roller used to his life of luxury with his debt slowly spiraling out of control and pre-retiree couple who have been forced to work well beyond their planned retirement age.

Click here to view the pilot of Your Best Interests. evoTV is in negotiation with networks on potential placement for the show in 2012.