Awards Case Study: MoneySense
MoneySense by John Brown Media for NatWest won Gold in Best Finance at the 2018 International Content Marketing Awards. John Brown is a global agency with clients, offices and expertise in key markets across the world.
Faced with alarming facts such as just 43% of young people are confident about managing their money, and a third of young people have no actual experience of putting money into a bank, NatWest wanted to overhaul their longstanding MoneySense educational initiative to become a financial content programme suitable for the modern teenager.
The solution John Brown Media created was a meticulously planned and responsive website that reflects the individual brands and regional curriculum requirements and currencies. Content includes a virtual bank, plus videos, quizzes, games, lesson plans and activities, ensuring that the programme is both educational and fun, while meeting the practical needs of young people and their teachers.
With an initial target of reaching a million young people by the end of 2018, the content programme reached over 1.5 million well ahead of schedule, with over 16,500 teachers and 9,200 schools registering. “This is a great example of how content can drive real change and improve lives,” said the judges. “It’s an excellent entry with an impact that benefits both the brand and its audience.”
“Winning gold at the 2018 CMA Awards was a great honour. And, the fact that it was for the Best Finance category, with first-rate competition, strengthened our ongoing commitment of supporting young people across the UK and the Republic of Ireland.”
“Our aim is to continue growing our community of teachers, parents and volunteers, by building our presence online. In early 2019 we launched four new social channels on Facebook, Twitter, LinkedIn and Pinterest. These channels will enable us to reach more parents and teachers in a targeted and strategic way and support them with new and exciting resources on the MoneySense website,” says Annabelle Livingston, Business Director, John Brown Media.
The 2019 awards are open for entry, with the deadline on Friday 6th September. There are a number of new and updated categories this year, to see more information on entries and categories click here.