Asking for a friend Liberty Asking For a Friend launched with 6 made-for-social videos featuring Vafa and Farieda, that covered everything from “Am I too old to plan for retirement?” to “What’s a budget”? – turning embarrassment into excitement and fear into curiosity about finances.
In a landscape of out-of-touch financial campaigns; our client, Liberty, wanted to create a financial literacy campaign that brings them closer to the average South African, and helps them get to the heart of how people relate to their money, so they can give them the right financial advice. We found that, before getting to the part where they feel comfortable to plan for retirement and save for emergencies; South Africans are intimidated and anxious when it comes to talking about money. To break the barrier, we created a platform that makes it easier: because we’re all happy to speak up when we’re doing it on behalf of a friend. 

Facebook and Instagram totalled 2,2 million impressions and 587 590 engagements.

X reached 2,8 million impressions and 12 880 engagements.

On Youtube the videos were viewed 458 209 times. Results