‘Beteilig dich’ (“Get involved”) is the slogan of the new campaign by the Vienna Stock Exchange, which is designed to motivate young people to engage actively and confidently with the capital market and investing. The aim is to communicate financial knowledge in a modern, relatable, and accessible way – without traditional lecturing. Although securities ownership in Austria is on the rise, many young people still have little contact with the capital market. Unlike in many European countries, the capital market has so far hardly been used for collective pension provision. This increases the financial responsibility of the younger generation.
The awareness campaign picks up on the tone and topics of the young target group. It works with text-based, pointed messages that deliberately draw on elements of pop culture. German slogans like ‘More moneyzipation?’ or ‘From new money to old money’ play with familiar phrases, create a sense of connection and invite reflection and dialogue.
"With our new campaign, we want to make financial education relevant to everyday life and reach young people emotionally and rationally – without jargon, but with attitude. Investing is not a privilege, but a tool for self-determination and freedom. We invite everyone to take an active role in shaping their own future," says Julia Resch, Head of Corporate Communications and Marketing at Wiener Börse AG.
Campaign launch digital and out of home
The nation-wide campaign launches with a focus on digital and urban visibility – appearing on social media, online platforms and out of home formats. The content hub wienerborse.at/beteilig-dich serves as the central platform, offering additional information and resources for getting started with investing. ‘Beteilig dich’ was developed in collaboration with the agency brand unit. The campaign marks the start of a long-term communication initiative which will be expanded in the future with additional formats such as events, podcasts and collaborations.
Complementing existing education initiatives
‘Beteilig dich’ is part of the Vienna Stock Exchange's comprehensive financial education commitment. It supplements existing measures such as teaching packages for schools, seminars for teachers and workshops for students. The campaign expands these efforts by directly addressing the younger generation in a modern way beyond multipliers.
