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Channel 4 Joins Forces With Barclays

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Channel 4 and Barclays are joining forces to launch Money on my Mind: a new show for the broadcaster's social media channels that explores how people can develop a more positive relationship with money.

The six-part digital series, which marks 4Studio's first-ever partnership with a financial provider, features a group of money experts dissecting and exploring the spending habits, money mind-sets, and lifestyles of real people. Money on my Mind takes a deeper look at real people’s relationship with money, through authentic and heart-warming storylines and the provision of tailored money management coaching.

The money expert trio is made up of: GP, money coach and creator of The Female Money Doctor, Dr Nikki Ramskill, who is on a mission to change the impact that poor money management can have on people's mental and physical health; qualified financial advisor, Emmanuel Asuquo, who is determined to use his knowledge and experience to help others improve their relationship with finances; and founder of transformative financial literacy platform Pennies to Pounds, Kia Commodore, who aims to empower people to make money work for them.

Money on my Mind debuted on the 15th of June on Channel 4 YouTube channels, with episode two coming out on 6th July, whilst shorter edits of each episode are being released across Channel 4's Facebook and Instagram accounts this week. The closed-ended episodes allow for different and satisfying stories each time, that can be watched and re-watched in any order. In addition, three bespoke edits of Money on my Mind will form new linear TV adverts that will air across Channel 4 and E4, with the first spot on Friday 17th June on E4’s Brooklyn Nine-Nine.

Money on my Mind was executively produced by Natalie Humphreys of Glasgow-based Storyboard Studios and commissioned by Channel 4 Digital Commissioning Executive, Joe Churchill working closely with 4Studio Content Lead Jenny Porter who brokered the partnership with OMD and Barclays. OMD handled the strategy, planning and buying of the campaign, and is working alongside Barclays, Storyboard, and Channel 4 to bring the activity to viewers.
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