BSP Encourages “Safe At Home” Digital Transactions
A shift from cash transactions to digital monetary transactions brings many questions and concerns. To give the public a sense of security, we launched the “Safe At Home With E-Payments Campaign” for the Bangko Sentral ng Pilipinas (BSP).
For this campaign, we developed a communication strategy that used social and traditional media platforms to encourage the quick adoption of e-payment accounts and to sustain the use of these accounts even after the pandemic.
As part of our communication strategy, we developed content for the Central Bank’s financial literacy platform, Pisolit; regular press engagements were done with the BSP’s Center for Learning and Inclusion Advocacy (CLIA) unit; and stakeholder meetings were conducted with bank partners to ensure that they amplify the messages.
The banked segment of the Filipino population was hesitant to transition to e-payments because of two main reasons: first, they preferred using cash transactions, and second, they had concerns on safety. To convince the public of the platform’s reliability, it was important to make sure all information was easily digestible by breaking things down into steps.
Along with making the information digestible, it was important to create visuals that are relatable and easy to approach. “I knew that I needed to strike a good balance between credibility and relatability,” says Lance Florentino, our Art Director for the campaign. “By turning everyday objects into kawaii-like illustrations and characters, we were able to give a more human element to the visuals. We knew this would resonate with the market because they are already familiar with these kinds of illustrations. The quirky visuals were then balanced by easily digestible captions backed up by research.”
Our kawaii-style visuals bring a friendly face to an unfamiliar topic.
Digitizing Relief By Promoting DSWD’s ReliefAgad App
In addition to the BSP campaign, we partnered with the Department of Social Welfare and Development (DSWD) to support their efforts to go digital amidst the pandemic.
We played a key role in building awareness for ReliefAgad, the DSWD’s app that digitized the collection of data from and the distribution of financial assistance to the recipients of the Social Amelioration Program (SAP). The service enabled beneficiaries to receive their ayuda through their preferred channels, including e-wallets and cash pick-up, sparing them from the risk of infection in crowded, public spaces.
Our Facebook posts broke down FAQs into step-by-step instructions.
Improving Revenue Collection With The BIR
Finally, in partnership with the Bureau of Internal Revenue (BIR), we promoted the shift to digitized tax collection to encourage businesses to meet their obligations on time using the already existing tax filing and collection platform. This was done by creating content emphasizing the use of e-payment channels on the BIR’s Facebook page.
In addition, we tapped the BIR’s digital payment partners to host a series of Facebook webinars that taught individuals and corporations how to file their taxes electronically. This was done in order to increase revenue collection through online means.
To reinforce our message, we also created content based on audience feedback. One concrete way was to “use a combination of static images and animated video posts to give the answers to the frequently asked questions during the webinars,” says Vic Diesta, our project manager for the campaign.
Our team handles the tech for the BIR’s webinar “How To File and Pay Taxes Online for Corporations”.
