Next chapter of the Be the Reason Things Change campaign brings South Africa’s unseen financial stories to life through the use of artificial intelligence
TransUnion, a global information and insights company, has unveiled a bold new chapter in its South Africa-focused Be the Reason Things Change campaign with the launch of a powerful AI-driven brand film. This emotionally resonant digital piece continues the campaign’s mission to make financial inclusion a lived reality for more South Africans by reimagining how technology can be used to tell human stories of inclusion, visibility and empowerment.
Developed with creative agency One Over One and production partner Run Jump Fly, the film fuses artificial intelligence with authentic storytelling to capture the experiences of everyday South Africans navigating the financial system. It serves as both a creative innovation and a powerful social statement – demonstrating how data, when used responsibly, can shine a light on those who are often unseen.
“The AI film is more than a creative milestone; it’s a deeply human story told through the lens of technology. Using AI-generated visuals, the film brings to life the emotional realities behind financial data – the hope of opportunity, the weight of exclusion, and the power of visibility,” said Amy Beck, CMO of TransUnionAfrica. “Rooted in empathy and powered by innovation, the film embodies our belief that technology should serve people, not the other way around. It invites viewers to look past the numbers and be part of a movement changing the way we see each other”.
Turning Data into Impact
The AI film builds on the success of TransUnion’s Be the Reason Things Change movement, which has inspired South Africans to act – making the invisible visible and driving meaningful impact across the country.
In just one month, the campaign achieved:
- 10,838 panels peeled nationwide (this includes physical and digital billboard panels), each unlocking access to free credit education e-learning courses, valued at R2,000 each.
- Education fund prizes awarded to five individual winners, valued at R20,000 each, awarded directly to recognised educational institutions or nominated beneficiaries.
- Ten tech-for-learning prizes, worth R7,000 each,comprising of a laptop and 12 months of data, equipping recipients with the tools they need to thrive in a digital-first world.
These results go beyond metrics – they represent real lives changed through knowledge, opportunity, and empowerment. One of the five recipients of the R20,000 education fund prize, Roggers Mamaila, shared how the campaign has made a lasting impact on his family’s future: “This contribution towards my family’s education means more than words can express. It’s a tangible step toward a better future – one my family will carry with pride for years to come. It’s proof that when people are seen, real change becomes possible.”
AI with a Purpose
In an age where artificial intelligence often feels distant or impersonal, TransUnion’s new film reframes the narrative – showing how innovation, when guided by empathy, can accelerate financial inclusion and create lasting change.
Unlike many AI-driven creative pieces that use artificial intelligence in fragments – generating snippets, visuals, or voiceovers – this film is a fully integrated, end-to-end AI production. From concept to execution, every aspect of the film was shaped using AI tools, making it a first-of-its kind on the African continent. What sets this film apart is not just its use of technology, but its authenticity and purpose. The film draws its narrative from real lives and lived experiences, transforming data into emotion, and statistics into stories that matter.
Every frame reflects the campaign’s core belief: that visibility leads to change. This isn’t just an experiment in technology – it’s a movement in storytelling. The piece invites viewers to rethink what’s possible when technology and trust work together – to see every data point as a story, every statistic as a person, and every innovation as a chance to drive inclusion.
The campaign continues to challenge traditional notions of creditworthiness by advocating for alternative data and inclusive scoring models that better reflect the realities of underserved communities.
Watch the AI brand film and learn more at:https://www.transunion.co.za/bethereason
