First Abu Dhabi Bank
Financial Literacy, made followable
A year-long content plan that turns a regulatory duty into a series people would actually save: 28 topics, four themes, two production tiers.
- 28content topics
- 4themes across the money journey
- 7key dates for bigger bursts
- 2production tiers
The brief
Under the UAE’s Consumer Protection Regulation, licensed banks have to keep raising financial awareness. FAB wanted more than compliance: an education series that builds real money confidence for young professionals, families, retirees and everyone in between.
The architecture
Twenty-eight topics, grouped into four themes that follow the money journey: from foundational awareness, to planning and managing, to understanding the system, to the less-talked-about side of money: debt, strain, red flags and recovery.
One piece a month keeps the rhythm, with bursts around the moments that matter: Fraud Prevention Month in March, Global Money Week, Financial Literacy Month in April, Cybersecurity Awareness Month in October.
Two tiers
Not every topic deserves a film crew. Small tier covers carousels, statics, Stories and “money myth” posts: quick to make, native to the feed. Medium tier covers filmed expert interviews, VO explainers with motion graphics, and real-life stories with expert commentary, for topics like Islamic finance or consumer rights that need nuance and credibility.
Built to adapt
Templates refine around what engages. Topics that outperform get a deeper push. Instagram Highlights and a YouTube playlist give the series a permanent home, and nothing is locked to a fixed post, so the plan can pivot with the moment.
