ASB has launched a nationwide Youth Financial Literacy campaign, marking 150 years of helping young New Zealanders build confidence with money.
The fully integrated, multi-channel initiative brings back one of the bank’s most recognisable icons, Kashin the elephant moneybox, to inspire a new generation of financially capable kids.
ASB’s legacy in youth financial education stretches back to the late 1800s, when it opened a penny bank to encourage children to start saving early.
That commitment has continued through programmes such as the award-winning GetWise schools initiative, which cemented the bank’s role in helping young people understand and manage money.
The new campaign builds on that heritage with the aim of giving today’s children a head start, equipping them with the financial skills they need to thrive.
The campaign has rolled out in three phases across New Zealand. It began in September with a celebration of ASB’s 150-year milestone, led by well-known brand characters Ben and Amy under the theme “Helping kids get one step ahead for 150 years”.
In October, Kashin returned to centre stage as a symbol of money confidence, helping kids understand why financial literacy matters.
This month, the focus turns to action by encouraging young New Zealanders to open a Headstart account and receive a limited-edition commemorative Kashin moneybox.
Running across TV, cinema, outdoor, digital, radio, social and in-branch activity, and supported by internal communications, the campaign reinforces ASB’s long-standing mission to support the financial futures of young New Zealanders.