'Money and Me' – supporting young people’s financial literacy in Scotland

2021

'Money and Me'

supporting young people’s financial literacy in Scotland

During November, Young Scot ran a one-week-long 'Money and Me' organic social media campaign for young people on managing money, debt, and budgeting for the future. They ran the campaign in partnership with the Money and Pension Service – the official organisation for improving people's financial capabilities. The campaign included information on how to budget, tips from other young people, and helpful smartphone apps that young people can use to manage their money better.

The campaign was one of the first to be developed in partnership with Young Scot's new Content Collaborators Panel. This group of young people is helping Young Scot to identify the information topics that young people are most interested in – and the formats they find most engaging. In support of Money and Me, the young people consulted on content creation, co-designed the campaign themes and social media delivery, and provided user-generated content. They also suggested Young Scot publish an updated version of young.scot/moneyandme; as they fed back, they'd like to see updated images and updated navigation. 

As part of the campaign, Young Scot worked with Iona Bain. She's an award-winning writer, author, speaker and broadcaster who specialises in personal finance. She founded the Young Money blog – the first blog in the UK devoted to young people's finances. Iona recorded a video about the risks of 'buy now pay later' finance deals that are growing in popularity in Scotland. Young Scot also recorded videos with other social media influencers, including Mark Ross and Save With Elvs, who shared their top tips on budgeting and managing their money. They promoted these videos via paid marketing to ensure they reached young people who don't follow Young Scot's social media channels. 

The decision to work with so many influencers is based on insight gathering using Instagram Stickers during an earlier Young Scot campaign. When asked, 60% of young people agreed that Young Scot should produce more content in collaboration with influencers – and 81% of those who saw the content from influencers agreed the information was useful. 

You can find out more about the campaign here: https://young.scot/campaigns/national/money-and-me