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Charles Schwab and 4-H partnered to equip the next generation with critical financial literacy skills through accessible, engaging, and youth-focused education. Together, they launched the SMART Cents initiative on CLOVER by 4-H—a suite of interactive financial empowerment activities designed to help young people build confidence in managing money, budgeting, saving, and understanding core financial concepts. This collaboration reflects a shared commitment to empowering youth nationwide with the tools and knowledge to achieve long-term financial well-being.
The Challenge: Raise national awareness of the SMART Cents Financial Literacy Activities on CLOVER by 4-H—an initiative by 4-H and Charles Schwab—by engaging both online audiences and in-person participants. The campaign needed to resonate with youth and educators while promoting financial empowerment as a critical life skill.
The Goal: Use a dynamic, youth-centered social media campaign and custom creative to spotlight SMART Cents as a go-to financial literacy resource on CLOVER by 4-H. Amplify the campaign through strategic digital promotion and a high-impact in-person activation at 4-H Ignite, reaching over 3,000 youth attendees with engaging, interactive experiences.
Social Media – Paid Promotion
Developed strategic, youth-friendly messaging and vibrant creative assets to promote the SMART Cents Financial Literacy activities on CLOVER by 4-H. Messaging focused on empowerment, simplicity, and real-life impact—encouraging young people to "take charge of your money, your future." Visuals were designed to be energetic, inclusive, and easily digestible across platforms like Instagram, Facebook, and YouTube.
Ads targeted key audiences—educators, parents, and youth advocates—resulting in:
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2.2M+ impressions
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100K+ link clicks
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4.28% average click-through rate (CTR) (exceeding industry benchmarks)
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+22% increase in traffic to CLOVER by 4-H platform during the campaign window
IGNITE Activation
At Ignite 2025, 4-H'ers got hands-on with a financial literacy activity developed in partnership with Charles Schwab.
The experience was fun, engaging, and packed with “lightbulb” moments as teens explored budgeting, investing and making smart money decisions. Now, that same activity, "Smart Cents," is available to all youth through CLOVER, our free digital learning platform.