Reaching young adults with money advice? That’s a challenge. In the UK, Channel 4 and money platform, Experian, have harnessed everything that the elusive target audience likes to watch – social shorts and madcap humour – to provide financial know-how. The deal was led by Experian’s media agency, PHD.

The short-form content series, Credit 101, features British comedian, Mike Wozniak, who delivers moment management facts and tips (from credit to loans and mortgages) with comedic charm, as his chosen props create ridiculously difficult conditions – like having coconuts thrown at him or being overloaded with plates.

Credit 101 coincides with research that suggested 73% of people in the UK fall below the financial literacy levels in 2023, and a study from Abrdn Financial Fairness Tracker, ONS in May 2024, that showed 39% of households were in ‘serious financial difficulties’ or ‘struggling’ financially, an increase of 11% since April 2020.

The deal was led by Experian’s media agency, PHD.

The series, produced by Goat Films, is running on Channel 4’s YouTube, Instagram, TikTok, and Facebook.

@channel4 Mike Wozniak on the do's and don'ts of how to use a credit card #Credit101 Key things to remember: – Using a credit card can improve your credit score – Missing payments may make your credit score worse – Use a comparison site for a good deal   #CreditScore  #InterestRates  #Fintok  #PersonalFinance  @experianuk ♬ original sound  – Channel 4