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Absa Money Makeover

Goals and objectives

City Press developed content project to enable Absa’s clients – and South Africans in general – to plan and attain financial freedom. Annually, the Money Makeover team selects six City Press readers, pairs them with an Absa financial adviser and puts them through a six-month financial bootcamp. To win the final prize, the six contestants must reach a series of financial milestones. The competition empowers readers, through the contestants’ journeys, to realise their financial freedom. This year we added additional engagement and information retention driving financial literacy through the addition of games in the form of a themed crossword.

Our goal:

  • To provide solid and engaging financial advice in an authentic way through storytelling.
  • To ensure that Absa is fulfilling its purpose by helping South Africans to manage their money more effectively and build financial resilience and wealth.
  • To position Absa as a bank that cares about enabling clients to reach their financial goals and improve their knowledge and confidence. and to do so with the help of real-life examples.
  • To deliver their messaging across various platforms, using both visual and written content. Thus reaching a wider audience and having a significant impact on the financial habits of South Africans.

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