Mail Metro Media and HSBC UK have teamed up for a financial capability campaign, designed to help parents connect with their children about money and building good money habits. Through a series of print and online articles over a three-week period (December 2 to 16), an embedded gamification widget for themed, age-appropriate activities, and pullout sections making it straightforward for commuters to take home and share, the bank is actively encouraging parents to help their children build financial understanding - because before you get money, you need to ‘get’ money, added the publisher.
The activity, created by VML and planned by PHD, was instigated in response to the key issue of financial capability in the UK, as nearly half of UK adults don’t feel confident managing their money (Money and Pensions service). This problem often begins early in life, and if financial skills aren’t learned in childhood, it can block access to future opportunities and entrench existing inequalities, the publisher continued.
Metro says this partnership addresses the issue by not only making it easy for commuting parents to collect, take home and share, but also making the information levels suitable and specific for age ranges from 4-11, 11-16 and 16-25 years old.
Luke Harper, head of partnerships for HSBC UK comments: “Financial skills are life skills, and we’re really excited to be partnering with Metro -- the natural choice when it comes to connecting with commuting parents across the UK. From tangible pullouts through to digital content and linked online gaming, it’s about making it easier and more fun for parents to help their children understand or ‘get money’ so they can build important financial capabilities now and for the future.”
Natasha Acquisto, head of innovation and partnerships, Metro adds: “Working with a brand like HSBC UK to help to communicate money matters within families is not only socially important, this campaign helps to make a potentially complicated subject both practical and interactive. Few other media partners can offer such access to our audience of over 7 million commuting parents, linked to gamified activities which put the knowledge into age-appropriate context, and free physical pullouts or online articles for further reference. The scope of this campaign means parents keen to help their children to understand money have a number of options available, backed and supported by a trusted banking brand.”
Keep up-to-date with publishing news: sign up here for InPubWeekly, our free weekly e-newsletter.
