The F-Show: The Ultimate Way to Talk Money
Sanlam hides financial literacy course in a secret sold-out comedy show featuring Mpho Popps
Sanlam did the unthinkable. The South African financial services provider disguised financial literacy within a hilarious stand-up comedy show. The F-Show – featuring comedian of the year Mpho ‘Popps’ Modikoane – was a secret project to get South Africans talking about the one thing they really don’t want to: their finances.
The show was held over three sold-out nights at the Theatre On The Square in Johannesburg. Sanlam collaborated with author and personal finance expert Sam Beckbessinger to develop a six lesson-long ‘fin lit’ course, which was then crafted into a feature-length stand-up comedy gig by some of the country’s top comedic talent.
Mariska Oosthuizen, Chief Marketing Officer at Sanlam, says,
“This campaign is rooted in the insight that South Africans don’t want to talk about money. However, research reveals that regularly talking about finances results in better mental wellbeing, improved relationships, and financial outcomes. Sanlam’s north star is to empower people to live with financial confidence, security and prosperity. So, the F-Show is our creative catalyst to normalise these kinds of conversations. As a nation, we’re very good at laughing at ourselves. So, comedy is a clever medium to help people to move past their inhibitions and engage with a traditionally ‘taboo topic’.
“Popps, along with supporting acts, Vafa Naraghi and Khanyisa Bunu, got the vision immediately and kept it raw and hilarious to bring home the message from our Dirtiest Word campaign: Money talk matters.”
Popps – multi award-winning comedian and actor – adds,
“Partnering on this project with Sanlam has been amazing. The idea of The F-Show is gripping; money is an actual f-word that people don’t want to engage with. That’s why humour is so important. As South Africans, our ability to laugh at ourselves is the glue in our culture that’s kept us going for the past 30 years.”
As clips from The F-Show started circulating on social media – generating over 2 million views, with 14 000 shares and 138 000 engagements – South Africans found themselves laughing and sharing moments that resonated with their own financial experiences, without fully realising they were being taught valuable financial lessons at the same time. With each laugh and comment shared online, the viral sensation encouraged a cultural shift – transforming the taboo around money into open and engaging dialogue.
Prepping for the F-Show: Drawing from Life
Sam Beckbessinger – author of Manage Your Money Like a F*cking Grownup – condensed years of financial insight and knowledge into six solid ‘fin lit’ lessons for the comedians to craft their comedy around. Popps says preparing for the show was challenging but fun.
“There’s no sensitive way to talk about money. Money is money. You either have it or you’re trying to get it. Money shouldn’t be a taboo topic; we make it one and that’s the problem. We need to talk about money more; it’s healthy to do so. I grew up in a family that didn’t talk about it and, as a result, I had money struggles growing up. Now, I make it a point to talk about finances with my daughter and my wife.”
Why We Need to Talk About (and Laugh About) Money More
Beckbessinger notes that money taps into some of our trickiest emotions, such as fear and shame. As a result, money stress is something many people hide.
“Humour disarms us and lets us look at things we’ve been too scared to confront; laughter is like flipping on a light switch in a dark room. It is South Africa’s unofficial 13th language; it’s how we connect, cope and open up about even the thorniest topics, like money."
“I hope that The F-Show streaming special gets money conversations out of the shadows and into the heart of our homes. We want people to talk about their finances with the same openness they’d discuss the latest episode of Real Housewives. If we can get friends and families chatting about their financial goals, then I feel we’ve done our job.”
Beckbessinger adds that it can be easy for money conversations to derail us as we become defensive, throw blame, act condescendingly or feel helpless.
“That’s exactly where humour comes to the rescue. If we can poke a little fun at ourselves, we can lower our defenses and get everyone back on the same team. So, next time you’re diving into a tricky money talk at home, try to start with some self-awareness – and light-hearted moments.”
Channel your inner Mpho.
Perhaps The F-Show's biggest impact is that it makes people feel less alone. South Africans are all going through similar struggles. That’s why hiding a ‘fin lit’ course in a comedy act was a winning idea. The material resonates as it informs.
Beckbessinger says,
“It’s easy to feel like you’re the only one drowning. When you open up, you realise you’re not alone. You give yourself the chance to ask for help, learn and take the first steps to getting back on track. Talking is the first step to banish the terror and regain control of our finances. There are solutions. We can’t begin to find them unless we first remove the terror.”
Oosthuizen concludes,
“This has been an incredibly proud moment for Sanlam as we’ve explored a creative currency that we believe is unique to South Africa – our shared humour. We hope that The F-Show helps to normalise the F-word and lets us learn from, laugh with and lift each other. Talking about money is how we empower one another to live with financial confidence.”
