SquareOne spotlights financial capability

A series of social and video advertisements make up a humorous campaign that aims to install the importance of kick-starting education around money at an early age.

Acting as cautionary tales, the video advertisements weaponise humour, and an element of shock, to warn the consequences of insufficient financial knowledge in children.

Regan Grafton, chief creative tinker at Thinkerbell, the creative agency in partnership with SquareOne, explained how the campaign’s approach looks to tap into a younger audience by making an important message amusing.

“We wanted to strike a balance between entertainment and an important message: teaching kids about money now saves everyone a lot of pain later,” said Grafton.

The series of videos each feature humorous scenarios where a mother is still supporting her adult child with their financial choices.

For instance, one scene features the adult asking his mother for ice cream money, followed by an extra prompt for sprinkles.

SquareOne’s intentions behind the campaign are built on the insight that developing financial capability at an early age is the key to future success.

The app offers a debit card for kids that ‘puts the tools in your hands and the knowledge in theirs so that kids get the financial head start we wish we had,’ according to Thinkerbell.