The campaign calls on consumers to visit myFDICinsurance.gov, where they can use EDIE the Estimator, an online tool that provides customized information about their insured accounts. While the estimator has been available to the public for a number of years, Porter Novelli worked with the FDIC and Suze Orman to make the online tool simpler and more accessible.
To promote EDIE and increase understanding of how deposit insurance works, Porter Novelli developed a full suite of PSA offerings: TV, radio, online, newspaper, magazine billboards, airport dioramas and transportation shelters. The PSAs and the website feature personal finance expert Suze Orman and FDIC Chairman Bair. It is their first public service campaign.
In addition to the interactive and PSA components, the effort will be augmented by earned media outreach and partnerships with consumer organizations.