Ahead of World Numeracy Day, Yorkshire Building Society launched a national broadcast campaign to highlight the importance of early financial education.
The campaign was driven by research revealing that while 91% of parents believe it’s important to teach children about money, only 35% regularly do so. The campaign, fronted by Chris Irwin, Director of Savings at Yorkshire Building Society, called for financial education to be included in the national curriculum and promoted the Society’s Money Minds website as a tool to help close the gap.
Challenge:
- Most parents believe money skills are essential, yet many aren’t having regular conversations with their children about it.
- There is a clear appetite for support, with many parents saying they lack the resources or confidence to teach money matters at home.
- Yorkshire Building Society aimed to raise awareness of its Money Minds website and support the wider call to add financial education to the school curriculum.
Key Statistics
- 91% of parents believe it’s important to teach children about money
- Only 35% regularly talk to their children about it
- 15% of parents say school prepared them to manage money as adults
- 41% of parents say they’re not doing enough to prepare their children financially
Action
Chris Irwin, Director of Savings at Yorkshire Building Society, fronted the campaign in broadcast interviews across the UK, including BBC Cambridgeshire, Lincs FM, Siren, Southside, and BHBN. He spoke about the need for financial education to become part of the national curriculum and highlighted how the Money Minds website is already helping children explore topics like budgeting, saving, and interest.
The campaign aimed to raise awareness of the gap between what parents believe is important and the support they feel able to give, while encouraging families and schools to make use of structured financial education tools already available.
Results
The campaign delivered 149 broadcast opportunities across the UK, securing coverage on both national and regional platforms. Appearances included stations such as Academy FM, BBC Cambridgeshire, Southside, Siren, Lincs FM, BHBN, and WCR FM, as well as features on That’s TV and ITV shared content. Yorkshire Building Society’s core message that children should learn about money from a young age was delivered consistently across all outlets, with strong emphasis on the support available through the Money Minds website and the need for financial education to become part of the school curriculum.
