Campaign
NCBA — Back to School Campaign
- Client
- NCBA
- Year
- 2025
Challenge
The NCBA Back to School campaign needed to humanise the often-stressful January reopening season by repositioning financial relief as a catalyst for student success — shifting the narrative from burden to progress.
Approach
“Numbers That Matter” became the creative anchor — from school-fee loans of up to KES 1.5 million to zero transaction fees on Visa cards — grounded in authentic Kenyan family moments rather than abstract financial messaging.
Outcome
A campaign that fostered a sense of calm and preparedness for parents, cementing NCBA's role as a steady financial partner during the school year's most stressful month.