AD&CW: Chloe Bautista
AD&CW: Ashley Lopez
Financial empowerment begins with awareness as a child, but research shows that black and hispanic households don't really talk about money in their families.
What if we were able to foster that financial conversation where kids already are?
With this campaign, Greenwood bank plans to open up the financial conversation in the homes of those who need it most. By making the subject of money as approachable and fun as possible, Greenwood would not only have the opportunity to educate Black and Latinx children but also encourage them to bring the conversation to their friends and family.
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This TV spot will kick off our campaign launch by showing the importance of teaching kids about money. The closing line, "Sometimes our biggest impact starts with our smallest members”, will set the tone for the rest of the campaign.
This installation will bring the TV spot to life as Greenwood installs real “Tiny ATMs” in majority-minority cities throughout the country. These installations will create an opportunity for Black and Latinx families to open up the conversations around money with their little ones.
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Sesame Street is a beloved educational program for kids that has a history of diversity and inclusion efforts. Through this execution, Killer Mike (a founder of Greenwood Bank) will partner with Elmo and friends to teach kids about finance through a fun rap song.
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This book will take the information kids learned from the Sesame Street execution and turn it into a tangible reference that kids can go back to. Killer Mike will star in this book as the illustrated character “Teacher Mike” sharing his lessons on money through his rap lyrics.
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In order to make this book as accessible as possible, Greenwood will partner with libraries and schools in majority-minority cities. Killer Mike would make an appearance at elementary schools and libraries where students can attend a read-aloud of the book. Kids will also be able to take home a free copy to share with their friends and families.
