We created a film that told a heart-warming universal story, in a truly South African way, of a boy learning the value of long-term investing from his father. The film was launched on TV, cinema and online. Radio, outdoor and print ads spread the message even further.

Very few South Africans are putting their money away. Even fewer invest it long-term. Today, over 94% need financial assistance in their retirement. It places massive financial pressure on family members who end up not only supporting themselves, but extended family as well. We needed to change the narrative.