The opportunity
Absa wanted to empower South Africans with tools and knowledge to live financially healthier lives – not through generic advice, but through relatable stories of real people navigating everyday money challenges. The aim was to build long-term trust and relevance while meeting Absa’s KPIs for consumer education and brand engagement.
The solution
We created a multi-touchpoint campaign with more than 175 content moments across platforms. Each year, six readers are selected and paired with Absa financial advisers. Their progress is documented by Maya Fisher-French and shared across City Press platforms, with a new story every second week. From downloadable tools to social posts, podcasts and virtual events, the campaign delivers real value to readers while meeting business goals. Finalists are celebrated at a high-impact finale event, where a winner is selected based on clear criteria and measurable progress.
The results
- 4 years running and 30 lives transformed
- More than 175 branded touchpoints per season
- Consistent engagement across print, digital, social and video
- Proven impact: from getting out of debt to starting businesses and buying homes
- Millions of South Africans reached and educated
- Strong long-term positioning for Absa as a financial wellness partner
