Na Rozjezd: financial therapy on your way to independence
Young adults can’t wait to claim their independence, until they realize that being an adult is mostly pretending you know what you’re doing while suddenly paying for things like water and toilet paper. The transition to self-sufficiency unfolds as a chaotic series of "firsts”, from signing a first lease and setting up a freelance license to managing a tight monthly budget and dodging online scams.
When young people search for clear guidance on these moments, trustworthy answers are surprisingly hard to find. Traditional financial communications dismiss their anxiety with empowering jargon and forced optimism, while social media advice often lacks accuracy and accessibility.
True to it’s mission to be a partner for all life’s changes, ČSOB set out to bridge this gap by validating their everyday struggles and becoming a genuinely supportive partner. To give young adults a practical starting point, we created Na Rozjezd (Getting Started) – a platform bringing together practical advice, brand partnerships, and tailored product offers.
The strategic challenge was launching the platform without falling into tired category habits. Most finance campaigns targeting younger audiences try excessively hard to be hip, glossing over complex topics and ignoring how stressful managing money actually is. We chose to lean directly into that tension through a format this generation actually trusts: therapy.
Talking openly about mental health and seeking therapy have become essential coping mechanisms for young adults. Through a financial therapy framework, the campaign creates a judgment-free space to air out the awkward administrative panic and unspoken anxieties of growing up.
Check out the platform at narozjezd.cz.
