Financial Crime World

Bank Partners with Advertising Firm to Promote Financial Literacy on Social Media

The Bank of Jamaica (BOJ) has teamed up with Adtelligent Limited to promote financial literacy and inclusion through a social media outreach campaign. The initiative aims to complement the bank’s existing messages on digital payments, savings, budgeting, and banking services.

Campaign Objectives

  • Promote financial literacy and inclusion
  • Increase reach and impact on financial literacy
  • Contribute to a more financially inclusive society in Jamaica

Key Components of the Campaign

Brand Guide for Financial Inclusion and Literacy

The BOJ’s Financial Inclusion and Technology Services (FITS) team, Adtelligent, and the Bank’s Communications Department collaborated to develop a brand guide for promoting financial inclusion and literacy.

Infographics on Financial Inclusion and Literacy Messages

  • 84 infographics will be developed and aired on the Bank’s social media platforms
  • Topics include:
    • Benefits of the digital economy
    • Online banking
    • Budgeting
    • Managing credit wisely
    • Savings
    • Borrowing
    • Credit reporting
    • Key financial terms
    • Role of the Bank of Jamaica as a regulator of financial services

Enhanced Social Media Content

  • The FITS team utilized previous social media content, including:
    • BOJ Real Talk animated videos
    • BOJ Empowering You video series
  • Adtelligent enhanced this content to improve reach to key target groups:
    • Children
    • Youth
    • Vulnerable communities
  • Linked ads directed users to the full-length BOJ Real Talk and BOJ Empowering Videos on the Bank’s YouTube channels

Impact Measurement

A monthly statistical report was developed by Adtelligent to measure the impact of the social media outreach campaign on financial literacy. The report tracks views, impressions, and responses in real-time.

Conclusion

The partnership between the Bank of Jamaica and Adtelligent aims to increase its reach and impact on financial literacy, ultimately contributing to a more financially inclusive society in Jamaica. The National Financial Inclusion Strategy Annual Report 2022 highlights the importance of financial literacy in promoting economic development and reducing poverty.