South Africa has just witnessed a first-of-its-kind marketing innovation with a purpose. TransUnion has unveiled Africa’s first-ever peelable billboard in Johannesburg — a bold move designed to spotlight the need for credit education and greater financial inclusion.
Peeling Away Barriers
Located at Melrose Arch, Johannesburg, the interactive billboard forms part of TransUnion’s ‘Be the Reason Things Change’ campaign.
Members of the public are invited to peel off strips representing fear, misinformation, and exclusion. Behind each strip lies a QR code unlocking a free e-learning course on credit education, each valued at R2,000. A total of 500 strips are available, symbolically stripping away barriers to financial access.
Big Names, Bigger Purpose
The campaign is being fronted by household names including Springbok rugby stars Makazole Mapimpi and Lukhanyo Am, alongside fashion entrepreneur Tshepo Mohlala. These icons will peel the first layers of the billboard and share their personal journeys — proving that with visibility, support, and opportunity, it’s possible to move from adversity to achievement.
Over R10 Million in Free Education & Prizes
TransUnion is investing over R10 million into credit education through this campaign. South Africans stand a chance to win education fund prizes worth R20,000 each, paid directly to a recognised institution or beneficiary. Others will benefit from tech-for-learning prizes valued at R7,000, which include a laptop and 12 months of data.
More than 5,000 free online credit education courses are being made available nationwide. From 26 August, the campaign will expand digitally with an online peelable billboard experience, giving another 4,500 people across South Africa the opportunity to engage and benefit.
Why It Matters
The installation arrives at a crucial moment. Nearly one in two South Africans lack a clear understanding of how credit works, while 16 million people remain excluded from the formal financial system.
“Visibility is power,” says Amy Beck, CMO TransUnion Africa. “When people understand how credit works, they gain the confidence to change their future, and lenders gain the insights to see them clearly.”
More Than Credit Education
This is not just a billboard — it’s a movement. By combining interactive experiences, digital learning tools, and tangible financial support, the campaign empowers South Africans to take control of their financial journey. It’s about giving consumers the knowledge and confidence to buy a car, start a business, or invest in their future — and encouraging lenders to see potential where others once saw risk.
This campaign tears down more than just billboard layers. It peels away the walls that keep millions excluded from opportunity — proving that with the right tools, education, and visibility, financial inclusion can become a reality for South Africans. To participate, visit www.transunion.co.za/bethereason.
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