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Diraya: financial literacy

How data and insights shaped a public awareness campaign.

Challenge: The Central Bank of Kuwait and the Kuwait Banking Association were alarmed by the rising number of Kuwaitis falling prey to financial fraud, online scams and phishing attacks. Previous awareness campaigns had mixed results, so the KBA tasked BPG with devising a more effective public service campaign to improve financial literacy, under the ‘Diraya’ umbrella. 

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Solution: We started with a deep dive into behavioral research and in-depth audience surveys. The discovery phase uncovered a series of valuable insights and highlighted a humorous approach as being the most effective for message recall. Guided by data, we created a year-long, video-led campaign that leveraged Kuwaiti characters and humor. Multiple financial issues were tackled, from online fraud to money laundering. Through engaging short-form storytelling, we showed the audience the unseen reality behind online fraud and nudged positive behaviors, such as saving for the future.

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Results: This award-winning educational campaign to combat scams has raised public awareness of the issues from 17% to 50% and had an overwhelming audience approval rate of 92%. Most importantly, over 66% of respondents reported changing their behavior after having been exposed to the campaign. 

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