According to a 2015 study from PISA, more than one in six U.S. students -- 17.8 percent -- do not reach the "baseline" level of proficiency in financial literacy.
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To address this, Get Schooled teamed up with Juma Ventures and the money making mentor, 21 Savage, in February of 2019 to develop the online 'Bank Account' campaign.
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The approach we used was to channel the popularity of 21's song 'Bank Account' into a campaign aimed at encouraging more young people to learn how to not only understand the basics of money management, but also open a bank account and begin saving for college.
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Students would sign up (for free) to Get Schooled in order to access the content, then complete the badges and earn rewards/prizes for their hard work!
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MY ROLE:
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Create graphic and written content aligned with campaign areas of focus to include in 'badges'
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Script and edit both the campaign overview & intro 'How to' videos for each 'badge'
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Create social media images and engage with student participants
OUTCOMES:
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Assisted 150 young people with getting a job and opening their first bank accounts (with $100 each to start)
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Increased digital registrations to Get Schooled by 60% within the first two months
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Generated a media reach of 284,590,934 UVPM
Content Development
Here is an example of a content outline I wrote for one of the campaign badges centered around saving money.
The Process: I would research and write out all of the content in a word document, then send it to my direct supervisor for approval. Once it was approved, I would begin creating the visual components (depending on the content type) and post the finished content to our website for students to complete. This included infographics, quizzes, posters, and written articles.
Campaign Overview
Part of my contribution to this campaign was to create the following overview. I fully edited this video, including writing and recording the scripted voiceover, designing graphics, and animations.
How to Enter PSA Video
I also fully editeded this video, including writing and recording the scripted voiceover, designing graphics, and animations.
Social Media Assets
Here are samples of social media images I created to align with campaign promotion. (click to enlarge)
Website Assets
Here are examples of web images and badge content I created to align with campaign promotion.
Additional Video Assets
This campaign included a series of 'badges'. Badges were groups of 6-8 pieces of content regarding a specific campaign topic or area of focus. Students earned points and prizes for engaging with each piece of content in a badge to complete them.
For each badge in the campaign, I was tasked with creating introductory videos to explain what students needed to do to complete the selected badge they were working on. (Click any video to play)
21 Savage Bank Account Campaign
Media Reach
Here are examples of campaign media coverage via major news outlets.
