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78% of UK university students face money-related anxiety, yet financial advice often feels impersonal, condescending or out of reach.
Experian wanted to flip this, by creating a meaningful, student-first, in-person brand experience – one that addressed real student concerns without falling into corporate or preachy territory.
We started with clear insights: 52% of Gen Z students prefer runs to clubbing and 40% say running helps them open up. Plus, many are open to having difficult conversations in active, peer-led spaces.
So, we tapped into the #runtok trend and the growing popularity of student run clubs. The result was ‘Run For Your Money’: a 5K run, followed by a post-run social and panel discussion at the University of Nottingham, which turned financial health into a shared offline experience.
We partnered with TikTok creators that students already followed. @jonnyrdavies hosted the run and panel, while @devamsha shared money advice on the day and across social – supported by vox pops, poll-led stories and further influencer-led content spread the campaign across both TikTok and Instagram. We also included a JD Sports prize draw to add incentive to attend and crafted the experience to support the students, not sell to them.
@jdrunsfar AD I took a quick trip back to uni to team up with @Experian UK and @UoNTri for RunForYourMoney—a fun run focused on supporting students to tackle money worries. With 78% of students at university saying that money worries are causing them stress, it's so important to start a positive conversation about finances. Running can help you connect with friends and chat about any worries that are on your mind 💭For more money management support, be sure to follow Experian UK and let us know in comments if you'd like to see similar events at your university! #StudentLife #Nottingham #FinancialGoals #MoneyManagement #Running
♬ original sound - Jonny Davies
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