Standard Bank: WalletWise

Background

Standard Bank required a communications platform to support financial inclusion by reaching under-banked and previously unbanked audiences. The brief was to educate consumers on everyday money management in a way that felt accessible, relevant, and non-intimidating, particularly within lower SEM and LSM communities.

The challenge was to deliver financial education without overwhelming audiences who did not always see the value in formal banking.

The Insight

Within the Bona Magazine audience, attitudes toward money varied widely across generations. Older households relied on traditional approaches, while younger audiences balanced cultural roots with modern financial needs.

Short, practical, and relatable content was essential. Education needed to be delivered in simple, digestible formats that respected different life stages while empowering “rainmakers” who influenced household financial decisions.

The Idea & Execution

WalletWise was developed as an always-on financial education content series. Each month, a consistent set of content formats was rolled out to communicate different money themes aligned to broader digital and above-the-line campaigns.

The platform combined print advertorials, online articles, programmatic display, social media content, competitions, and USSD mechanics to reach audiences across access levels. The campaign evolved year-on-year, with media allocations, content formats, and messaging optimised based on audience response, performance learnings, and budget shifts.

Supplied Ad and Advertorial

Navigation tab and content articles

Programmatic Banners

Mag Review Mention

The Results

WalletWise created a sustained, recognisable platform for financial education, supporting Standard Bank’s inclusion objectives over multiple years. The adaptive, insight-led approach ensured continued relevance across changing audience behaviours and channel performance.

My Role

Led the creative and content strategy, campaign execution, and optimisation from 2013 to 2015. Responsibilities included pitch development, copywriting, content planning, media strategy, creative direction, and ongoing optimisation based on performance insights.