The goal

Test 1
Would a 15 year old understand it?
If not, simplify. Short sentences of 12 words or fewer. One idea per sentence. Say the thing directly.
Test 2
Does it describe a real situation?
Rent, tuition, a car repair, a flight home. Real numbers like $500 and $42 in fees. Not an idea.
Test 3
Is there one clear next step?
Comment, download, or start a plan. One action at the end. Never two.

The six pillars

Pillar 1 · about 20%
The $500 Problem
A surprise bill should not force you to borrow. Speaks to everyone. Answer: the Progress Card, no interest, no borrowing.
Pillar 2 · about 20%
Plan Ahead, Borrow Less
High cost borrowing is expensive, and there is another way. For newcomers, students and families. Answer: Net-Zero Interest and Plan Advance.
Pillar 3 · about 15%
Start Strong In Canada
Your first months in Canada are easier with a plan. For newcomers and international students. Answer: a goal, steady payments, a Trust Score.
Pillar 4 · about 15%
Your Goals, Made Real
Tuition, rent, a first car, flights home. Give each goal a date. Speaks to everyone. Answer: an amount, a schedule, a finish line.
Pillar 5 · about 15%
Why Planning Works
People with a plan feel more ready. Money is easier to talk about. Speaks to everyone. Answer: a simple structure that turns a plan into a habit.
Pillar 6 · about 15%
How AjoPro Works
Simple explainers and proof that your money is safe. For curious and cautious people. One term per post, explained in one plain sentence.

November at a glance

Nov 2 – 6 · Week 1
Money talk opens the month
Financial Literacy Month begins. Why we talk about money, the $500 question, what AjoPro is in plain words, your first month in Canada, and the topic you avoid. Open the calendar →
Nov 9 – 13 · Week 2
First steps and quiet respect
A newcomer checklist for the first 90 days, a goal with a date, Remembrance Day on November 11 with no promotion, the real cost of being a student, and your last surprise bill.
Nov 16 – 20 · Week 3
Borrowing versus planning
What quick cash really costs, Net-Zero Interest in plain English, a $300 loan with $42 in fees, a surprise bill without borrowing, and your biggest goal for winter.
Nov 23 – 27 · Week 4
Holidays and Black Friday
Flights home need a plan, a written plan changes how you feel, winter bills are coming, Black Friday plans before you spend, and holiday spending with one real number.
Nov 30 · Close
What November taught us
One carousel to close the month: what we learned about planning, said in six plain slides.

The month in formats

8 posts
🎠 Carousels
5 to 7 slides. Header of 4 to 6 words, subheader under 8 words. One idea per slide, one action at the end.
6 posts
🖼️ Single graphics
One headline of 4 to 6 words, one supporting line under 8 words, a source line for any stat, one call to action. Four of them are boosted ads.
4 posts
🎬 Videos
25 to 35 seconds, about 70 to 80 spoken words. Hook in the first 3 seconds, then problem, fix, AjoPro, one instruction.
3 posts
📊 Polls
One plain question, four options of 2 to 4 words each, runs 24 hours.

Proof points

Statistics Canada, February 2023
About 1 in 4 could not cover a surprise $500 bill
In the Prairies, 28% said the same. Half of Black respondents and 38% of Filipino respondents said they could not cover it.
Liaison Strategies, January 2026
11% could not pay a surprise $500 bill at all
Use alongside the Statistics Canada number, with its own source line.
Financial Consumer Agency of Canada
Over 45% of payday loan users are newcomers
Half use them more than once. Never name a lender.
National rule, January 2025
Payday loans cost $14 for every $100 borrowed
Provincial limits vary. Confirm the province you are talking about.
TD survey, August 2025
Nearly 4 in 5 newcomers say building credit is hard
Say "build a track record of paying on time." Never promise credit building.
Daily Bread Food Bank, 2023
Students need about $1,517 a month
International students' real monthly cost of living.
Retail Council of Canada and Leger, 2026
Holiday spending averages about $911
Down from $975. Black Friday and Cyber Week each take about 29% of budgets.
Fidelity Canada, 2023 · retirement context
91% with a written plan feel prepared
Versus 58% without one. Only 28% have a written plan.

Confirm before publishing

Item 1
Progress Card percentage
The website says up to 40%. Internal notes say about 45%. Pick one and use it everywhere. Until then, no percentage anywhere.
Item 2
Credit building
Do not say AjoPro builds Canadian credit unless it reports to credit bureaus. Trust Score is AjoPro's own measure. Never call it a credit score.
Item 3
Payday loan numbers
Confirm the fee limit for the province you are talking about. Do not name lenders.
Item 4
Student requirement
IRCC's proof of funds figure for study permits changes September 1, 2026. Check it on IRCC's site before using it.
Item 5
Financial Literacy Month hashtag
Confirm the 2026 campaign hashtag on the FCAC page. Until then, the generic tag only.
Item 6
Examples
Keep stories and scenarios clearly labeled as examples unless they are real customer stories with permission.

Pre publish checklist

Copy
Heads and slides
Every graphic header is 4 to 6 words, every subheader under 8 words. One idea per slide, one action at the end.
Language
Plain words only
No sayings, metaphors or buzzwords from the avoid list. No form of the word "save" anywhere. No hyphens in the caption.
Opening
Real situation first
A real situation in the first line or first slide. Read the caption out loud. If it sounds like a brochure, rewrite it.
Numbers
Sources checked
Any statistic has a source line and was rechecked against the original source.
Month
November only
Winter, holidays, Black Friday. Never summer.