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Financial Literacy Campaign Boosted by Advertising Firm’s Expertise

The Bank of Jamaica has partnered with Adtelligent Limited, an advertising firm, to promote financial literacy content on social media platforms. The campaign aims to complement the bank’s existing messages on digital payments, savings, budgeting, and the use of banking services.

Developing a Brand Guide

According to a quarterly report, the team completed work on developing a brand guide for promoting financial inclusion and literacy messages in Q4 2022. Adtelligent also developed a monthly statistical report measuring views, impressions, and responses to track the campaign’s impact in real-time.

Infographic Development

In the same quarter, FITS (Financial Inclusion and Technology Services) and Adtelligent worked together with the Bank’s Communications Team to develop concepts for infographics on financial inclusion and literacy messages. These infographics highlighted specific benefits of digital economy and online banking, budgeting, and managing credit wisely.

Campaign Scope

A total of 84 infographics will be developed and aired on the bank’s social media platforms, promoting financial literacy messages on:

  • Savings
  • Budgeting
  • Borrowing
  • Use of credit products
  • Digital payments
  • Credit reporting
  • Key financial terms
  • The role of Bank of Jamaica as a regulator of financial services

Repurposing Content

The FITS Team also repurposed its previous social media content, including BOJ Real Talk animated videos and BOJ Empowering You video series aired on the bank’s social media platforms. Adtelligent enhanced this content to improve reach to key target groups, such as:

  • Children
  • Youth
  • Vulnerable communities

via Google ads, Instagram, and Facebook.

Linking Campaigns

The campaign has been linked to the full-length BOJ Real Talk and BOJ Empowering Videos on the Bank’s YouTube channels. This collaboration aims to promote financial literacy and inclusion among Jamaicans, ultimately contributing to a more financially stable and empowered society.