Sanlam has launched a comedy-driven financial literacy campaign called The F-Show, addressing the discomfort South Africans feel when discussing finances. Hosted by comedian Mpho Popps, the show integrates financial literacy lessons from finance expert Sam Beckbessinger into relatable humour, covering topics such as overcoming money shame, debt traps and investing. According to Sanlam Chief Marketing Officer Mariska Oosthuizen, the campaign leverages the insight that South Africans often avoid financial discussions, despite evidence linking such conversations to better mental health, relationships and financial outcomes.
