Standard Bank challenged us to engage South African youth on saving, despite economic hardships. Instead of simply telling them to save, we decided to put money in their hands. Our idea? Let the youth create the campaign and get paid for it.

Rather than chasing a million, we set a goal of R100k—10% of a million—introducing “10% Millionaires.” This digital movement not only resonated but delivered real impact: 1 million active accounts (double our target) and R20 million directly into youth hands.

More than a campaign, we created a movement that got young people to start saving.