Financial capability is a critical life skill that empowers individuals to make good financial choices and encourages positive societal behaviours.
Young people aged 14-16, however, have limited knowledge to navigate their financial circumstances. Parents, who are crucial influencers often lack confidence in proactively discussing financial matters with their children.
Financial capability is a critical life skill that empowers individuals to make good financial choices and encourages positive societal behaviours. Young people aged 14-16, however, have limited knowledge to navigate their financial circumstances. Parents, who are crucial influencers often lack confidence in proactively discussing financial matters with their children.
This age group is also a critical stage of life when teens experience a number of financial firsts, such as getting a new job, opening a bank account and deciding on a super fund.
Fenton Communications was engaged by the Department of Treasury to deliver public relations for their new ‘Money Matters’ campaign aimed at supporting young people to navigate these financial firsts.
We created a public relations strategy aimed at young Australians, in language that is accessible to them and support them in navigating these financial firsts. The strategy also targeted parents, providing them with resources to discuss finances with their children.
Campaign delivery included:
Esports partnership – We negotiated and delivered a partnership with the Australian High School Esports League, taking the message of financial capability to spaces where young Australians often spend money online. Through the partnership, both competitors and content creators participating in the league took part in videos that delivered key messages of the campaign.
My first job kit – We created a simple guide for young Australians helping them navigate their first job, from getting a tax file number, understanding their pay slip, opening a bank account and finding a superannuation fund.
Discussion guides for parents – We created four discussion guides for parents covering four key financial capability topics. The guides provided discussion starters to support parents in initiating conversations and activities to engage their children in the topics.
Stakeholder engagement – A stakeholder kit was developed with campaign resources and Fenton undertook an engagement program with industry, government, social service providers and youth-focused organisations.
Media relations – A targeted editorial media campaign was delivered to augment the advertising media placement, with the media program kicked off by a national radio news release.
Social media – A social media calendar was developed to raise awareness of the campaign through Treasury and other government channels. Content was also provided to stakeholders to deliver on their own social channels.