As part of the ongoing GIZ-supported Financial Literacy Project, plans were initiated to undertake a nationwide public education campaign aimed at promoting sound financial practices. The campaign focuses on key thematic areas including budgeting, savings culture, responsible loan repayment, and appropriate channels for seeking redress.
A working group comprising representatives from the Association, GIZ, GHAMFIN, and the Bank of Ghana held a series of planning and technical development meetings with the consultant to design campaign messages, develop educational materials, and map out implementation strategies. The campaign was scheduled for launch in 2024, with the objective of improving financial awareness and strengthening consumer financial behaviour across the country.
The campaign was successfully launched on July 10th 2024 coordinated by the FLEC Working Group and TransMedia. Through the campaign’s tagline, ‘Know Your Part, Do Your Part,’ the Microfinance Sector Associations supported activities aimed at improving financial literacy and public trust by focusing on critical consumer protection themes, including the prevention of over-indebtedness, the need for appropriate products, client data protection, fair treatment and recourse mechanisms. The collaborative implementation plan included comprehensive Market Storm and Health Screening events across various key towns in the target regions of Greater Accra, Ashanti, Bono, Ahafo, and Bono East, with activities that took place in Techiman, Sunyani, Kumasi, Koforidua, Ho, Kasoa, Accra Central, Madina, and Kaneshie from late August to early October 2024. Brochures/Flyers, T-Shirts, Banners and Bumper Stickers were developed as campaign materials.