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MMI Peer Advocate Program

Money Management International PROJECT
MMI Peer Advocate Program by Money Management International

credits

Title
  • MMI Peer Advocate Program
Entrant
  • Money Management International

About This Project

Summary

The MMI Peer Advocate Program is an innovative public relations strategy that positions debt as a stigmatized public health issue and MMI as the leading provider of debt solutions. While only a fraction of MMI's debt management clients are willing to share their financial journey publicly, they are our most valuable asset in communicating our impact through earned media. Our strategy was to recruit a national stable of volunteers willing to "pay it forward" by participating in media interviews.

Goals & Objectives

The goal of the MMI Peer Advocate Program was to mobilize MMI's debt management clients as our brand ambassadors. By creating paths to share their financial journey with the media, we reduce debt stigma and increase access to care for millions of Americans burdened by high-interest credit card debt.

Results & Impact

The MMI Peer Advocate Program has been wildly successful in raising awareness of debt stigma and MMI. After recruiting 450 advocates across 47 states and placing them in local news stories, MMI has experienced an exponential increase in media impressions and demand for financial counseling services.

the team

Thomas Nitzsche
  • VP of Public Relations
  • Money Management International
Brian Tolleson
  • Co-founder & Managing Partner
  • Lexicon Strategies
Lori Geary
  • Partner
  • Lexicon Strategies
Bryan Leavoy
  • Director of Content & Comms
  • Lexicon Strategies
Tamara Horton
  • Program Manager
  • Lexicon Strategies
Jackie Callaway
  • Media Relations
  • Money Management International