Africa’s First Peelable Billboard Launches in Johannesburg to Empower Financial Inclusion and Tear Down Barriers

In a landmark moment for financial inclusion in South Africa, TransUnion has launched Africa’s first-ever peelable billboard as part of its impactful campaign, “Be the Reason Things Change.” Unveiled on 21 August 2025 at the entrance to Melrose Arch in Johannesburg, this innovative installation physically and symbolically strips away the barriers of fear, misinformation, and exclusion that lock millions of South Africans out of the formal credit economy.

The campaign addresses a deeply pressing issue: nearly half of South African adults lack a clear understanding of credit, while over 16 million remain excluded from formal financial systems. By providing access to vital information, the initiative aims to empower everyday South Africans to take control of their financial futures and create opportunities for themselves and their communities.

The peelable billboard invites members of the public to peel away 500 strips, each revealing a QR code unlocking a free e-learning credit education course valued at R2,000. Beyond education, the campaign offers substantial prizes, including five education fund prizes worth R20,000 each to support tuition or learning-related expenses, and ten tech-for-learning kits valued at R7,000 each, consisting of laptops and 12 months of data to equip recipients for success in a digital-first world.

TransUnion’s Chief Marketing Officer, Amy Beck, emphasises the power of visibility: “When people understand how credit works, they gain the confidence to change their future, and lenders gain the insights to see them clearly. This campaign is about breaking down the barriers that hold people back and empowering them to take control of their financial story.”

Supporting the initiative is the International Finance Corporation (IFC), the private sector arm of the World Bank Group. Together, they unite individuals and institutions behind the purpose of expanding access to credit knowledge, tools, and confidence.

The launch was highlighted by South African icons Springbok rugby star Lukhanyo Am and fashion entrepreneur Tshepo Mohlala, who peeled the first layers of the billboard. Sharing their personal journeys from adversity to achievement, they exemplify the transformative power of being seen, supported, and given opportunity.

Key insights from South Africa’s Q2 credit awareness stats reveal strong public acknowledgement of the importance of credit: 93% believe access to credit is essential for achieving financial goals, and 70% see credit as a gateway to new opportunities and a better quality of life. While 55% actively seek to improve their credit scores, 42% feel they have sufficient access to credit, and 55% believe alternative data could enhance their credit profiles. These figures highlight the urgent need for financial education to change how individuals manage money and opportunities.

To extend reach beyond Johannesburg, a digital peelable billboard experience will launch on 26 August 2025, enabling another 4,500 South Africans to engage online. Altogether, this nationwide campaign will offer over R10 million in free credit education, training, and prizes, changing the lives of thousands across the country.

This campaign transcends credit education, it unlocks opportunity. Understanding credit profiles enables better financial decisions, recovery from setbacks, and access to life-changing possibilities, from purchasing cars to launching businesses. “Be the Reason Things Change” empowers individuals to not only gain knowledge but the confidence to shape their own financial stories, fostering inclusion and visibility where it was once lacking.

For South Africans seeking to be part of the movement or access free credit reports and educational tools, further information is available at TransUnion’s dedicated campaign site, www.transunion.co.za/bethereason.

This powerful initiative sets a bold precedent for empowerment, access, and change, shining a spotlight on the critical need for financial inclusion in South Africa and beyond. It calls on every individual and institution to be the reason things change for a brighter, more inclusive future.