Our research showed that students don’t care about banking – but they do care about having no money. And you can’t tell them anything – they already know it all. So instead of just forcing products on them, we decided to take a softer approach, providing real help and advice that made a difference to their lives. We created an online hub called ‘gettingUthru.co.nz’, populated it with money-saving videos, and invited students to submit survival tips of their own. They could also set budgets, search for local deals, look for jobs, find the right products, and open accounts.