iVillage, the female-centric website, and American Express in November hosted an event at New York City’s Museum of Modern Art to spark a discussion between young adults and moms about financial responsibility. The program was part of a larger initiative called “The Talk” which promotes PASS from American Express, a prepaid reloadable debit card. Additional elements of the campaign include a community discussion and a video series on iVillage’s family finance section; Facebook and Twitter content; an online public service announcement by CNBC’s Maria Bartiromo and a co-promotion on nbc.com. The program began in September and continues on the iVillage site.
The invitation-only event brought together 150 moms who received a 30-minute private curated tour of a women’s photography exhibit at the museum, followed by a 45-minute cocktail and networking reception and a panel discussion of five teenagers talking about kids and real-life issues related to finance. Sharon Epperson of CNBC and Saturday “Today” anchor Amy Robach moderated the discussion. Topics ranged from how much allowance they receive to how much they spend and whether they waste their money. Afterwards, the discussion streamed on iVillage.com.
“Through our research we found out it is just as difficult for many moms to have the finance talk with their teens as it is the sex talk or the drugs talk,” Catherine Balsam-Schwaber, senior vp, marketing at iVillage, told Buzz. “The event was a nice way to bring a lot of this out of the virtual conversation into the real conversation and make it come to life for those women who could participate.” Agency: Precision Event Group, Beverly Hills, CA.