Ministry of Finance launches ‘Better Finances’ media campaign
THE Ministry of Finance has today launched an innovative multi-media campaign aimed at enhancing financial inclusion in Zambia.
The ‘Better Finances for a better today and tomorrow’ campaign follows government’s efforts to deepen financial inclusion in the country without leaving anyone behind.
This comes as part of the implementation of the National Financial Inclusion Strategy (NFIS) launched in 2017.
For the ‘Better Finances’ campaign, the Ministry of Finance is working in partnership with cooperating partners Financial Sector Deepening Zambia (FSD Zambia) as well as other financial sector players comprising the Bankers Association of Zambia (BAZ), Pensions and Insurance Authority (PIA), Bank of Zambia (BOZ), Competition and Consumer Protection Commission (CCPC) and Securities and Exchange Commission (SEC).
The campaign follows the development of the Communication Strategy for National Financial Inclusion Strategy (CSNFIS) which was designed to foster increased awareness of financial services, usage and benefits targeting vulnerable groups across the country.
Today, the context has changed drastically with the outbreak of the COVID-19 pandemic.
Consumers and would be consumers of financial products and services are even more vulnerable to the effects of a lack of affordable and quality financial services.
Many have found their economic situations severely afected and are in need now more than ever of reliable and simple financial information as they look to survive in the current and post-pandemic Zambia.
Commenting on the launch of the campaign, finance minister Bwalya Ngandu said:
Meanwhile, FSD Zambia CEO Betty Wilkinson said:
The media campaign is expected to run for an initial period of three months, during which intense multi-media activities have been planned. The communications mix will include but will not be limited to: radio (community radio stations) social media, newspaper and mix-use video content. The campaign will employ innovative approaches to reach vulnerable groups that are hardest hit by effects of financial exclusion.
In its Vision 2030, Zambia has set out an ambitious goal to become a prosperous middle-income nation by 2030 and to create a new Zambia defined as a “strong and dynamic middle-income industrial nation that provides opportunities for improving the well-being of all, embodying values of socio-economic justice”. It comprises three priority sectors:
1. Economic growth and wealth creation;
2. Social investment and human development; and,
3. Creating an enabling environment for sustainable social economic development.
The achievement of these priorities is primarily dependent on the equitable distribution of income and ultimately wealth creation in all corners of the economy including those that are underserved, the vulnerable groups.
The media campaign has been launched towards achievement of this goal.