Dream On, which was launched in 2011, is the most recent initiative under Danske Bank Group’s Financial Literacy programme. The game has been rolled out in Denmark, Norway, Sweden, Lithuania and Finland.
The purpose of Dream On is to stimulate young people’s interest in and knowledge about personal finance. Players face challenging questions and dilemmas based on their own dreams, and the game focuses on the fact that sound personal finances provide better opportunities for planning your life and reaching your financial dreams.
In Dream On, players can earn credits and karma that can be used for fulfilling their financial dreams. On Facebook – the preferred social platform among young people – players can invite their friends to play and show their point statuses and dreams.
The game was developed on the basis of quantitative and qualitative questionnaire surveys and interviews of 15-17 year-olds and input from two experienced game experts. It was also developed in co-operation with a number of experts, including the following:
- Mette Reissmann, Partner at Spiir, and consumer spokesperson in the Danish Parliament
- Birgitte Tufte, professor, head of children research and marketing at the Copenhagen Business School
- Johannes Andersen, associate professor, researcher of youth culture at Aalborg University.