A targeted financial literacy movement designed to drive adoption, instill healthy financial habits, and unlock structural economic participation among East African youth.
CLIENT
UN Women Tanzania
OUR ROLE
Activism to end violence against women
CORE METRIC
Social Movement Reach
AUDIENCE
National Youth & Policy Makers
Youth represent the largest demographic in East Africa, yet formal financial inclusion remains disproportionately low. Traditional banking communications felt rigid, intimidating, and disconnected from the cultural reality of young income earners and students.
The mandate was to decode financial jargon into aspirational, highly relatable content that bridged the trust deficit between young people and formal banking institutions.
We bypassed standard "save your money" lectures. Instead, we framed formal financial tools as entirely foundational to youth independence, side-hustle growth, and digital freedom.
Deploying field teams directly to university campuses and youth congregation zones. We utilized interactive engagement models (like the "IBUA! photo frames") to make participation feel social and viral.
Awareness is useless without conversion. We worked with mobile banking partners and client agents on the ground to ensure that the moment a young person was engaged, they could open a tier-1 wallet or account in under 3 minutes.
Viral social participation frameworks ("IBUA!" photo frames).
Universities
Activated
Across targeted digital channels addressing core youth demographics.
High virality coefficient indicating message resonance.
Measurable transition in Knowledge, Attitudes, and Practices towards formal banking.
Explore the tangible outputs and creative collateral developed for this campaign.
Primary TVC
Research Report.pdf
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