The CFP Board is putting more than a younger, diverse face on the greying financial planning profession: It’s adding three of them.

The CFP Board has launched an advertising and eductional campaign called “I am a CFP Pro,” which is aimed at inspiring young people, particularly women and people of color, to enter the financial planning professions.

As part of the campaign, the board selected three young faces to represent the profession: Brittany Castro, founder of Los Angeles-based Financially Wise Women; Rianka Dorsainvil, president and founder of Washington, D.C.-based Your Greatest Contribution; and Justin Sullivan, an Atlanta-based advisor at PNC Wealth Management.

“This campaign is designed to spread the message that the future of financial planning depends on the participation of these communities to grow, thrive and to remain responsive and relevant to the public it serves,” said Nancy Kistner, chair of the CFP Board’s Women’s Initiative.

A little more than one in four CFP professionals are under the age of 40. Furthermore, the CFP Board cites its own research finding that just 23 percent of its current certification holders are women, and even fewer are persons of color. Just 6 percent of CFP professionals are African American, according to CFP Board data from last year.

About 17 percent of the U.S. population is Hispanic and another 13 percent is African American, according to the most recent census data.

“We expect the U.S. will be a majority-minority nation by 2043, but our profession is not on track to meet the population it must serve to be relevant going forward,” said CFP Board Chairman Blaine Aiken, who noted that the profession was aging and shrinking at a time when demand for financial advice was growing.

The campaign is intended to inject some youth into the financial planning profession. The board notes that there are more CFP-certified advisors over the age of 70 than there are under the age of 30, with about one in five planners approaching retirement.

While the campaign attempts to put a new, young, diverse face on the profession, it also attempts to dispel the widespread belief that financial planning solely focuses on math and investments by emphasizing the social and behavioral elements of planning and the lifestyles permitted by the profession.

“I love having a virtual firm because I can literally work from anywhere on the planet,” beamed Dorsainvil. “Being a financial planner allows you to build the work-life balance that you want.”

Dorsainvil will be featured at the Third Annual Invest in Women conference May 9-10 at the Hyatt Regency Dallas. On May 9, the conference features “Attracting Women to the Advisory Business,” a panel discussion addressing ways to close the gender gap in financial planning. The conference will also include “How Hiring Millennials Can Boost Your Business,” which will discuss adding younger advisors to enhance a firm’s growth and sustainability.

Each of the CFP representatives is featured in two-minute, one-minute and 20-second commercials.

“The campaign is multifaceted,” said Marilyn Mohrmann-Gillis, executive director for the CFP Board’s Center for Financial Planning. “It seeks to tell the stories of CFP professionals through a series of videos and through a robust and interactive website.”

Via the website, young and/or diverse financial planners can share their stories with visitors. The CFP Board also launched a social media campaign via Instagram using the hashtag #CFPPro, and offers tool kits to those within the industry who want to become involved in the diversity effort.

The board launched the Center for Financial Planning in 2015, with part of its mission oriented towards diversity efforts. The Women’s Initiative, sometimes abbreviated WIN, pre-dates the center, but now falls under its umbrella, as does the CFP Board Diversity Advisory Group. Last month, the CFP Board appointed Blayney as its special advisor on gender diversity.

The "I Am a CFP Pro" campaign launches amid a push to add more youth and diversity to the financial services industry. In recent months, the CFP Board has registered a new financial planning program at Delaware State University, a historically black university. Other historically black colleges and universities with financial planning programs include Clark Atlanta University and Winston-Salem State University.

Last year, the College for Financial Planning and the Association for African American Advisors (AAAA) launched a scholarship for AAAA members seeking a CFP designation. Not to be outdone, earlier this year, the American College of Financial Services announced a $200,000 scholarship program for African American students interested in the financial services industry.

The FPA has offered diversity scholarships for several years, and the CFA Institute has also taken up the cause via its Women in Investment Management Initiative, which aims to increase the number of women who hold the CFA certification.

Raymond James has elevated its dialogue on diversity with its Black Financial Advisors Network, creating a platform for dialogue and support among its African American registered representatives. Charles Schwab launched a similar effort in 2014 with its RIA Talent Advantage program, which focuses on generational, gender and ethnic diversity.

Morgan Stanley has brought the diversity dialogue to the forefront with its Forum for Women, Multicultural and LGBT Financial Advisors. As part of its efforts, the company recognized 17 accomplished women in financial planning in affiliation with the PBS and AOL MAKERS initiative, which aims to tell women’s stories.

Elsewhere, Principal Financial Group has noted continued success in its Hispanic Market Program, which provides financial wellness assistance to employers with large Hispanic workforces. By incorporating culture and language into its 401(k) education, Principal boosted participation and contribution rates in these plans.

Financial firms have also attempted to distance themselves from recent gender and diversity-related controversies.

Following a recent New York Times article that outlined multiple sexual harassment allegations against TV personality Bill O’Reilly that were settled for millions of dollars by Fox News, T. Rowe Price and Allstate announced that they will pull their advertisements from "The O’Reilly Factor," while TD Ameritrade has decided to avoid advertising on the program.