for Target Groups Kapal Kumar Vohra, CEO June 16, 2016 1 Insert - - PowerPoint PPT Presentation

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Public Awareness Programmes Insert your logo here for Target Groups Kapal Kumar Vohra, CEO June 16, 2016 1 Insert your logo here Scheme of Presentation Other Speakers Diversity Target Groups (TGs)- Why, Types Tailored

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Public Awareness Programmes for Target Groups

Kapal Kumar Vohra, CEO

June 16, 2016

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Scheme of Presentation

  • Other Speakers
  • Diversity
  • Target Groups (TGs)- Why, Types
  • Tailored approach for TGs
  • TGs: Sample & Contents of activities
  • Demographic dynamics

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FROM PUBLIC AWARENESS TO ACTION Understanding Target Gr Behaviors and Influencers: Philippines

Three Key Points

 Segmentation

Key to Effective Public Communication Programs; Change in individual behaviours that lead to social problems; Promote behaviours that lead to improved individual and social well-being

 Using Segmentation

Meet needs better; Create the right message for the priority group: Awareness –Interest – Desire – Action

 What’s Next for Us

Challenge the Status Quo: Gather and Analyse Data; Develop Profiles of TGs; Revisit Existing Campaigns; Target the Priority Segments; Monitor

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FDIC

“You Tube Videos”on Fundamentals, Deposit Insurance Coverage for recoverable trust accounts, mortgage servicing accounts. Published brochures in various languages on account of immigrant population (Chinese, Korean Vietnamese etc.)

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Awareness campaign for Students: Indonesia

 Student demographic  Financial inclusion and linkage of literacy rates  Media Habit and social aspect (Facebook, Twitter, YouTube)  Challenges & Opportunities  Campus visit & Social Media campaign  Festival, CSR & Various activities  TV Advertisement  Digital campaign; Competition; Inst. co-op

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KDIC

  • Programmes on Financial education of Sr. Citizens, Small

merchants and Students

  • Over the years following target groups are covered –

Elementary School Students (2010), Elderly (2011), Small merchants (2012) & Middle and High School Students (2014) and Small Enterprise and Market Service

  • Contents of Diversification Factors: Specially written

Text books for each group of Students, Funny and lovely characters in Comic books for Elementary School Children and Videos dramatizing real life events for Small market Merchants

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KDIC

  • Diverse Pool of talent to meet needs of different Groups
  • In-house KDIC Staff): Development and operation of

Financial Education Programme and to teach classes to elementary school students

  • Outside Instructors (General Public): People with

experience in financial services sectors responsible for teaching people in local areas. Achieved 69% increase in 2015

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Financial Stability & Deposit Insurance

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Prudential Regulation/ Supervision Failure Resolution Deposit Insurance Lender of Last resort

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TGs due to Diversity

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Target Group: Clustering of a homogeneous people at the ground level

Three main ways to find target:

Demographic Psychographic Geographic

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Why Target Groups ?

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Requirements

Understandings Languages Culture and Tradition

Public should develop confidence in the banking system and the deposit insurer to put their deposits rather than putting in unregulated entities

Different

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Insert your logo here  “One size fits all”, will not be an appropriate strategy for public awareness. Hence, need to educate the benefit

  • f regulated entities for savings vis-à-vis informal saving

structures in TGs  Need to target different Groups by appropriate Channels (audio, visual, internet, print) which interests them Examples: Armed Forces and Police personnel: RADIO & TV - Generally posted in remote/ border/ difficult terrain and unaware of financial complexities Farmers: VILLAGE FAIR - Staying away from cities and in small clusters; (may be) unbanked areas; Prone to avail non- financial channels of savings viz. House, Gold, Land

Tailored approach for different TGs

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Poor people:

Savings may get lost under Ponzi schemes of unscrupulous people; hence, need to protect them

Students:

Future of a Nation; No prior experience; Willing to learn and expand horizon - Hence, like to be told through stories and comics, easy to remember

  • Sr. Citizens:

Have wealth of experience; Health concerns; less mobility -Hence, interactive Programmes or a message from elder/ seasoned authority of their age group and same social background

Other TGs:

 Micro and Small entrepreneurs  Small Help Groups  Women: Working or Non-working

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Tailored approach for different TGs

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Tailored approach for different TGs

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TGs: Sample of activities

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No Activity Target (Minimum)

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Field level financial literacy awareness event One per quarter

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Coordinated approach with financial literacy centres 3-5 camps per quarter 10 sample surveys per quarter

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Financial literacy week Once a year

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Financial literacy for students in the age group 15-18 Two schools in a month

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Financial literacy in unbanked/ economically backward areas Once a month

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TGs: Contents of activities

 Financial literacy for students in the age group 15-18

Workbook on Financial education for class VI to X (contains- Definition of financial terms, Stories and Games)

  • Being implemented through Central Board of Secondary Education (CBSE)
  • Talks are on with Provincial Governments for the same

 Programme for School Teachers

„National Centre for Financial Education‟ in partnership with CBSE is conducting Fin Education Training Prog for teachers of class 8 to 10 across India Certified as “Money Smart Teacher” on completion will facilitate conducting financial education classes in schools and encourage students to obtain basic financial skills

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Synchronisation at the ground level among

different stakeholders

 Various Regulators  District and Local Administration  Block/ sub-division Level Officers  NGOs  Banking Correspondents  Farmers‟ clubs  Panchayats  Village level functionaries

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Target Groups: Asia

15 Asia-Demographic Analysis

Parameters Total East & North-E South- East South & S-West North & Central Pacific Population 4.4 bn 1.6 bn 0.6 bn 1.9 bn 0.2 bn 0.04 bn Population Growth rate 0.9% 0.4 1.1 1.3 0.5 1.5 Age distribution of population 0-14 (%) 15-64 65+ 23.9 68.2 7.9 16.8 72.2 11.0 26.5 67.5 5.9 29.4 65.1 5.5 20.7 68.8 10.5 23.5 64.6 11.9 Urban Population (%) 48 60 47.6 35.8 62.1 70.8 GNI per capita (US$) 6,331 10,961 4,045 1,903 10,210 60,273 Source:

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Function wise:

  • Post Liquidation: Process of lodging claim, Information

pertaining to claim, Time-limit for payment, Means of payment, Payment to uninsured depositors

  • Pre-liquidation: Awareness through names of member

banks, Coverage limit, Type of deposit covered

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Target Groups: India

Co-operative Banks 1975 Regional Rural Banks 56 Commercial Banks 96 Public Sector Banks Private Banks Foreign Banks Local Area Banks

Insured banks 2127

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OPEN FORUM: Your Experiences / Views…!!

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Way Forward:

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Insert your logo here kkvohra@rbi.org.in

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