Be Good To Your Future Self: Helping young people understand the value of insurance and pensions
The European Insurance and Occupational Pensions Authority (EIOPA) works with Global Money Week to boost young people's financial literacy.
EIOPA wanted to capitalise on the partnership by raising awareness of pensions and insurance…subjects not known for grabbing teenage attention.
We devised an engaging campaign for 14–15-year-olds that would also reach the parents, teachers and youth leaders who shape their understanding of money.
The easy-to-share materials had to work across multiple channels, be accessible in many languages, and have long-term value beyond the awareness week itself.
We proposed a visual identity and social strategy to capture maximum attention in a short timeframe. This would support a suite of downloadable teaching materials.
Our work on launch and distribution needed to ensure the films and lesson plans reached the right audiences in the right countries at the right time.
Introduction film for EIOPA's Be Good To Your Future Self campaign
The results
The campaign was seen more than 25,000 times - with the hero video helping to open up conversations about money and risk in an accessible and age-appropriate way.
Using the PESO model helped us to generate interest from students and teachers.
At its heart was the simple message: Be Good To Your Future Self.
We developed this to resonate with teenagers while supporting EIOPA’s long-term goal of building financial literacy from a young age.
A bright, flexible visual style unified all materials, from our animated social media films to the downloadable classroom resources.
These included two one-hour lesson plans, complete with slides, real-life examples and teacher prompts, now available on EIOPA’s website in multiple languages.
