Help Lloyds to set children up for life

The Challenge

Set up children aged 11 – 15 for a life of financial confidence

With 67% of UK adults classified as financially illiterate, it has never been more important to help the next generation to get to grips with money. The Lloyds Smart Start account helps children build financial confidence and independence and we needed to create a series of films to educate 11 – 15 year olds and their parents on how to get the most out of their account.

Strategy

Expertise with empathy

We consulted with financial education experts and the UK government framework for financial literacy in order to identify the key areas to cover. But we knew that dry, financial information would not engage our youth audience. So we reframed important financial lessons as life lessons, and worked with young Lloyds Bank colleagues to help deliver them.

What real people think

Parents: “Talking about money is hard and I don’t feel I have the right knowledge or skills”

Children: “I expect to have a good life with plenty of money”