To bring the campaign to life we followed a fully integrated and multi-channel approach to drive maximum exposure, engagement and impact. Daily episodes aired on prime time national TV, showcasing the ups and downs of the family’s struggle to live within their means and featuring insights from our experts. Omnibus episodes were released every week on a dedicated Youtube channel. Social media targeted the major insights and big issues, allowing viewers to see the story unfold from each family member’s perspective. An interactive website gave all South African families the tools to uncover their own financial realities for themselves, and the advice to help change them. Earned media and blogger relations highlighted the education messages and offered practical tips to families. We secured interviews with top Sanlam experts and third party behavioural specialists across key broadcast, print and online media channels whilst a media partnership with You, Huisgenoot and Drum published weekly in-depth features across its print, online and mobile channels.