A child’s secure future has been ranked by 78% of UAE parents as their biggest anxiety. (Source: Truth About Families, UAE, 2016)

Interestingly, parents’ future ranks as something that 85% of children think about too. (Source: Truth About Families, UAE, 2016)

“When she’s older, I wish she gets to make all her dreams come true.” (Adnan, 12-year-old)

“I want to see both of them happy doing what they love.” (Aisha, 9-year-old)

To help parents save for when their kids grow up, Emirates NBD had a range of savings plans.

Now, we needed to get parents who were Emirates NBD customers to think about saving for themselves.

Across 20 schools, kids shared wishes for their parents when they grew up. After the "show & tell" sessions, an Emirates NBD representative would be present for parents to know more and sign-up.

These wishes were distributed as content across channels as social posts, via direct mail and across ATM screens.

All channels led parents to a site that promoted the plans.

A calculator helped parents plan for their future too.