Read how we raised awareness of the Financial Market Guarantee System among young people.
Brief
The Financial Market Guarantee System (GSFT) is essential to financial stability in the Czech Republic, yet Gen Z — and not only Gen Z — knows very little about it. GSFT came to us to spread awareness of the institution and its role among young people.
We delivered
Results
Over 20,000 Instagram users reached organically (September 2025). The content lives on in the Nekrachni app, where more and more young people find it as the user base keeps growing.
When GSFT got in touch about running an awareness campaign to reach young people, there was nothing to think about. We said yes on the spot.
We created content with something extra. ✨ Namely: it is useful, relevant and trustworthy for the audience.
First, the short version: GSFT is a statutory institution that helps keep the Czech financial market stable. Every bank — and not only banks — is required to contribute to its funds. If one of them runs into financial trouble, the money pooled in the GSFT funds helps it cope. In the worst case, when a bank collapses, GSFT pays out the failed bank's obligations to its creditors. So people do not lose their money.
If the paragraph above bored you a little, we understand. That is exactly why, right at the start of the work, we asked ourselves the single most important question:
👉🏼 We went with real stories and descriptions of situations where we would be endlessly grateful for GSFT — because it is our money on the line…
So what happens when my bank is in trouble? What about my money?! And if it collapses altogether, do I lose my savings?
👉🏼 So we split the whole communication into these themes:
Vojta Drašnar, CMO at Nekrachni
Our job was not only to spread awareness of GSFT among young people, but also to show why it matters — and to present it as a reliable, trustworthy institution. For the sake of clarity, this time we skipped elaborate visuals and catchy wordplay. (We are saving those for another campaign 😁). Instead we went straight to the heart of it. Clear, brief, direct.
We work systematically — once the goals 🎯 and communication lines are defined, we look for the content formats that will deliver them. That way we know exactly what we are making.
Only then do we decide what type of content each format becomes.
For example: a reel (format) becomes a street poll (type). An article (format) is written as a story (type).
Getting our content in front of people on Instagram is not enough. Nekrachni's mission is to build a financially literate Gen Z, so adding real value to everything we publish is essential to us.
The result is content that not only grabs attention but sticks — information you recall the moment you need it. Say when you run into the 🤕 hoax that the government is robbing the banks. Or forcing them under to steal our money.
Because at that moment you know that the Czech Republic has GSFT, set up by law. And that nothing of the sort is possible. On the contrary, it helps banks through crises 👉🏼 and so keeps our money safe.
Zuzana Suchá, legal counsel at GSFT
We were glad to work with the non-profit Nekrachni. They managed to translate our key messages into the language and formats their generation understands, and explained clearly how deposit insurance works. We appreciate their professionalism, creativity and independent approach.
Michaela Procházková, Account Director
We appreciate the high quality of the content and how well it was tailored to the target audience. We found common ground with the Nekrachni team quickly, and the content was produced without us having to step in. We will be very happy to keep working with the whole Nekrachni team!
