#campaign
#financial literacy
#Gen Z
#copywriting
#social media
#web

An awareness campaign across the South Moravian Region

Read how we contributed to the Nebuď delulu ve světě financí! campaign — and just how colourful the whole thing was! 😁

Brief

A collaboration with Vzdělávací institut pro Moravu, Nadace České spořitelny and B tým on an awareness campaign about financial literacy for secondary school students in the South Moravian Region.

We delivered

campaign content
5 core topics
social media copy
website copy
web infrastructure
financial health test

Results

Over 90,000 users reached on Instagram, 418,000 on TikTok, plus posters on trains, buses and across six towns in the South Moravian Region.

Plenty of secondary school students know very little about money…

That was the finding of Vzdělávací institut pro Moravu. Change is a long-distance run, and we know how much depends not only on schools, but on young people caring about their own financial health. That is why we were glad B tým took the visual side under its wing. Catchy visuals met our catchy copy — and the campaign lit up the South Moravian Region. This too is a way to motivate young people to get their finances under control.

In collaboration with:

Vzdělávací institut pro Moravu
Nadace České spořitelny (contributed CZK 500,000)
B tým

We know the audience in serious detail. 😎 And we still start with thorough research

Grabbing teenagers' attention is a challenge these days. They have little time and the world around them never stops buzzing. How do you stand out, catch their attention — and hold it? With catchy visuals and killer copy built on the topics Gen Z actually cares about. And on how they behave and what they deal with.

Based on interviews with our Youth Board (Gen Z representatives), data from the Nekrachni mobile app and feedback from the tutors who run financial literacy programmes in schools, we worked with B tým to define 5 core campaign topics.

For each of those topics we then prepared sub-topics. With investing, for example, we talk about the urge to put every last bit of cash in, or about the fact that you can start investing with a few hundred crowns — and the sooner the better. Two more examples: when it comes to cash flow (personal finance), we flag not just the habit of spending on sweet treats, but also the risk of chasing away a bad mood with online shopping — when mindless scrolling turns into runaway spending.

Personal budgeting
Cybersecurity
Investing
Marketing traps
Debt and loans

Beta reading — a must have‼️

We had the topics. Now to write the copy — and that means reaching for the dictionaries of how Gen Z actually talks. There is a risk in that: so much depends on the context you use a given word in. The same goes for emojis. Get it wrong and it is cringe. Weird.

So we asked Gen Z representatives to read the copy and give us feedback. Ugh, this is all about detail and fine nuance. 🫣 Because sounding like a politician doing TikTok is really not what we are after!

Vojta Drašnar, CMO at Nekrachni

Getting the copy right was absolutely critical for the whole campaign — we are authentic and believable. Communicating with Gen Z is hard, and attempts to imitate them usually land badly. They simply know when someone has forced it. That is why the copy we publish is written by Gen Z people around 18 years old, or we have them check it.

And it's out there!

All through May the South Moravian Region was blooming with more than just flowers! 😁 Citylights, advertising space on public transport, school noticeboards, social media… The campaign ran big and recommended our Nekrachni app, which helps teenagers get their finances under control. 📲 The campaign also targets teachers, for whom Vzdělávací institut pro Moravu prepared free seminars to support their financial literacy teaching.

Thank you to everyone we worked with on this campaign! 🤓 Another boost to the ranks of a financially literate Gen Z.

We put the answers to the questions the campaign raised offline on the Nekrachni website. Scanning the QR code took you to the Moneyfestuj campaign site. And there we explained how things really are.

David Pokorný, Brand Strategist at B tým

The key to this campaign was reaching secondary school students with the topic of financial literacy. We needed to describe what they genuinely struggle with, in their own language. We honestly could not have manifested a better content partner than Nekrachni. Their insight into the audience was priceless and they developed our concept exactly to brief. On top of that they tested every piece of copy directly with students, so we knew it would really speak to them. Thanks for making sure we weren't delulu and found the solulu together! 🙌🏼

Fancy working with us too?

+ 420 773 319 015 hello@nekrachni.cz