Help Lloyds to set children up for life
Lloyds
The challenge
Set up children aged 11 – 15 for a life of financial confidence.
With 67% of UK adults classified as financially illiterate, it has never been more important to help the next generation to get to grips with money. The Lloyds Smart Start account helps children build financial confidence and independence and we needed to create a series of films to educate 11 – 15 year olds and their parents on how to get the most out of their account.
Strategy
Expertise with empathy.
We consulted with financial education experts and the UK government framework for financial literacy in order to identify the key areas to cover. But we knew that dry, financial information would not engage our youth audience. So we reframed important financial lessons as life lessons, and worked with young Lloyds Bank colleagues to help deliver them.
What real people think
Parents: “Talking about money is hard and I don’t feel I have the right knowledge or skills”
Children: “I expect to have a good life with plenty of money”
The idea
Life lessons, not financial lessons
What we made
Short films
A series of relatable, down to earth and visually engaging short films for 11 – 15 year olds. We also developed films to help parents navigate the new account.
