Dollar scholar squad : a digital-centric educational communication campaign empowering undergraduates to manage their money

Abstract

"Dollar Scholar Squad" is a communication campaign that encourages graduating students, about to transition into working life, to adopt better money management behaviours in terms of budgeting. This campaign was developed to help and encourage undergraduates to prepare for their future financial needs as they transition into adulthood, before they are met with the stressors that come with becoming a working adult.

"Dollar Scholar Squad" is a multimedia, digital-centric campaign. The aim was to educate and persuade undergraduates to practice better budgeting behaviours through various content formats, strategically distributed via different communication channels. To achieve the campaign’s objectives, the key strategy was to increase the target audience’s frequency of exposure to financial management messages. This was done through a combination of tailored content, strategic placement and guerrilla outreach. The campaign effectively reached the intended target audience of digital natives, by populating digital spaces often used for entertainment and social networking, with personable yet informative messages to promote better money management.

The campaign found that young adults, and undergraduates in particular, benefitted from content tailored specifically to their needs and stage of life. The evaluation of the campaign also found that Instagram as a digital media platform has the potential to persuade behaviours and should be utilised in education.

This report starts off with formative research and theoretical frameworks that informed the campaign’s development, followed by the communication campaign design, and concludes with the key learning points from the evaluation of “Dollar Scholar Squad”.