Channel 4 has partnered with credit reporting firm Experian for a new branded entertainment series designed to provide handy, bite-sized financial guidance to consumers.
According to the broadcaster, ‘Credit:101’ will be a short-form series that “aims to empower social natives to manage their own money” all while making credit knowledge more accessible to a younger audience, delivered my comedian Mike Wozniak.
The online series is based off the insight that as many as 73% of people in the UK fell below financial literacy levels in 2023, while a concerning , 39% of households were in ‘serious financial difficulties’ or ‘struggling’ financially – an 11% increase on 2020.
“Credit 101 is just one example of how branded entertainment on our trusted platform can be a perfect way for clients to cut through to a digitally savvy audience and equip them with verified financial information,” said Rupinder Downie, content solutions leader at Channel 4.
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“As the youngest-skewing broadcaster it taps into topics that interest our audience with Channel 4’s recent Gen Z research Trends, Truth and Trust study suggesting that 62% of 13 – 27-year-olds are more concerned about the ability to afford housing than older generations.”
With media planning and buying handled by Experian’s media agency of record PHD, the series will run across Channel 4’s YouTube, TikTok, Instagram and Facebook channels.
Sally Miller, CMO at Experian Consumer Services, added: “Working with Channel 4 on Credit 101 is an exciting step in our journey to drive financial inclusion by making financial education accessible to all.
“With this series, we’re bringing essential money knowledge to life in a way that’s fun, relatable, and easy to understand. Our goal is to empower social natives with the confidence to take control of their finances – especially at a time when so many are facing uncertainty.”
