MAJOR FINANCIAL SERVICES COMPANY

Our Client:
Was a multi-level organization in the consumer and business financial field. They were seeking to address the growing crisis of the impact on the industry of scams and identity fraud as well as advance consumer protection and financial literacy through a comprehensive earned media strategy and an unbranded, statewide coalition.

Our Challenge:
Financial scams and fraud continue to disproportionately harm vulnerable communities, while public understanding of prevention tools, reporting pathways, and policy solutions remain limited. In a crowded and rapidly shifting media and political environment, made more complex by the biennial election cycle, the client needed a credible strategy to cut through competing narratives, and keep fraud prevention and consumer protection visible to policymakers, regulators, and the public without relying on named institutions, spokespeople, or specific partner organizations.

Our Approach:
JCI designed and executed an earned media strategy through JCI’s statewide and hyper-local networks and media partners. The strategy incorporated trusted community leaders, public safety voices, and advocates to serve as credible messengers in priority legislative districts.

JCI secured a series of placements across ethnic print and digital outlets, with a focus on op-eds and letters to the editor (LTEs) that highlighted the human cost of financial fraud. The earned media program combined timely storylines tied to cultural moments focused on fraud prevention, financial literacy, and sensible regulatory and legislative solutions.

As part of this effort, JCI developed and placed coordinated op-eds and letters authored by coalition members and public safety leaders, including a law-enforcement-led letter highlighting scam investment advertising, the strain on local agencies, and the need for stronger accountability and resources to combat elder financial fraud/abuse. JCI secured placements in outlets including California Business Journal, Latino Times, the Southern California News Group portfolio (Pasadena Star-News, Daily Breeze, San Gabriel Valley Tribune, and Los Angeles Daily News), as well as the Daily Pilot, and more.

Our Results:
The campaign generated consistent op-ed and LTE placements across major regional and ethnic outlets, expanded the client’s messaging, and strengthened a growing bench of trusted local messengers throughout California, laying the groundwork for continued engagement with policymakers and regulators.