SunTrust Starts a National Conversation to help Americans "onUp" toward Financial Confidence

Feb 07, 2016, 12:00 ET from SunTrust Banks, Inc.

ATLANTA, Feb. 7, 2016 /PRNewswire/ -- Every American can reduce stress and focus on the moments that matter by taking steps onward and upward toward financial confidence – that is the message of the SunTrust Super Bowl ad projected to reach more than 115 million viewers on Sunday. 

"We are starting the conversation to encourage people to gain control over their finances. Similar to physical fitness, people need motivation and support to improve their financial well-being," said SunTrust Chairman and CEO William H. Rogers, Jr. "Across all income levels, people who are financially confident report being three times more satisfied with their lives."

The SunTrust Super Bowl ad points to onUp.com, which provides information and tools as well as a sense of community around money matters. "Our ad is titled 'Hold Your Breath' and it's interactive from the start. It conveys what financial stress feels like," said Susan Somersille Johnson, SunTrust chief marketing officer. "Then you experience relief when you exhale, and it's like finally getting the breathing room to live your life more fully." 

Award-winning actor Gary Sinise recorded the voiceover for the commercial.

To launch the national movement, SunTrust will donate one dollar to Operation HOPE for every person who joins the movement on onUp.com, up to a quarter million dollars. Operation HOPE is an organization devoted to bringing financial empowerment to communities.

People who visit onUp.com are able to:

  • Join the movement to take charge financially and set a goal.
  • Take a "Mental Wealth Quiz" and receive specific actions, tools and tips tailored to their situations.
  • Make their own version of the SunTrust Super Bowl commercial through Facebook Connect using photos from their Facebook library. Their personalized video can be shared with their family and friends on Facebook.
  • Share their goals and actions, and inspire others through social media.

"Thirty percent of consumers who have low financial confidence say it's because of poor financial behaviors," Johnson said. "Simple things such as gaining financial knowledge, getting organized, setting goals and making a plan can make a big difference. The onUp movement is about helping people take those steps."

Agency StrawberryFrog produced the commercial, and award-winning director Dante Ariola directed it.

About SunTrust

SunTrust Banks, Inc. (NYSE: STI) is a purpose-driven company dedicated to Lighting the Way to Financial Well-Being for the people, businesses and communities it serves. Headquartered in Atlanta, the company has three business segments: Wholesale Banking, Consumer Banking & Private Wealth Management, and Mortgage. Its flagship subsidiary, SunTrust Bank, operates an extensive branch and ATM network throughout the high-growth Southeast and Mid-Atlantic states, along with 24-hour digital access. Certain business lines serve consumer, commercial, corporate and institutional clients nationally. As of December 31, 2015, SunTrust had total assets of $191 billion and total deposits of $150 billion. The company provides deposit, credit, trust, investment, mortgage, asset management, securities brokerage, and capital market services. SunTrust leads onUp, a national movement inspiring Americans to build financial confidence. Join the movement at onUp.com.

Video - https://youtu.be/XGwkPc29CVc

SOURCE SunTrust Banks, Inc.



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