This document outlines PDIC's plan to develop a public awareness campaign to increase knowledge of their role in depositor protection. It discusses defining their brand identity, understanding their target audiences through surveys, and strategizing a multi-year plan. The plan included TV and radio ads promoting the benefits of saving and opening bank accounts. Early results showed awareness increased among depositors but decreased slightly among non-depositors. Lessons on using research and understanding audiences were discussed to improve future campaigns.
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PDIC_IADI-APRC TAW Session (FINAL Ver.).pptx
1. Designing A Multimedia
Public Awareness Program
Jose G. Villaret, Jr.
Vice President
Philippine Deposit Insurance Corporation
2. Defining Your Brand Identity
PDIC is an "undertaker"
of banks
PDIC is a private entity
Banks seeking PDIC
assistance/attention are
“in danger of closing”
“How PDIC was perceived”
Committed to
Serve
3. Defining Your Brand Identity
TRAITS MEANING
Professional Depositor Protection
Committed Good Governance
Responsive Financial Stability
“How PDIC wants to be perceived”
4. Understanding Your Audience
Results of 2019 Nationwide Public Awareness Survey
• PDIC is familiar to the general public at 90% but level of knowledge was
limited and up to the name PDIC
• Only 15% of Filipino adults were “aware” of PDIC - those who were able
to correctly associate PDIC with its role in depositor protection
• Level of awareness was at 12% among depositors and 19% among non-
depositors
• Awareness was relatively higher in urban areas, higher socio-economic
classes and older adults
• Despite low awareness, PDIC’s level of reputation among the general
public was fairly good
• PDIC has a fair share of advocates among the public – those who are
aware of website, FB account and availed of programs (financial literacy)
Banks (51%)
TV (42%)
Radio (13%)
Newspapers (6%)
Social Media (9%)
Most common
information sources:
5. Planning Your Strategy
Strategic Plan
(2019)
To raise public
awareness on PDIC
and deposit insurance
from 15% in 2019 to
35% in 2024
Program
(2020)
• Enhancement of
Advertisements and
Media Engagement
• Strengthening of Social
Media Campaign
Campaign
(2021)
partnered with an ad agency
delay due to pandemic
6. TARGET AUDIENCE:
• Age: 18 – 35 yrs. old
• Socio economic classes: C2 & D
• Employed with regular source of income
• Have financial limitations but can still afford
to save/plan for the future
Goal
raise awareness on
PDIC and depositor
protection
to
start/continue saving
or open a bank
account
CHALLENGES:
• Have not enough money to save or
even open a bank account
• Apprehensive because of the
requirements to open a bank account
Way in: Show the public how PDIC brings
certainty in times of uncertainty.
Key Message: It pays to save and deposit in banks.
Planning Your Strategy
OPPORTUNITIES:
• Pandemic calls for action to prepare
for uncertainties
• Proliferation of digital financial
products and services
8. (1) To encourage the public to save
• Saving is necessary and has benefits;
it can be made part of our daily lives
• Setting: family dinner in a modest
home
• Presented positively, lightly and with
humor
• Short but with high recall for PDIC
• Opening a deposit account is easy and
can help you meet your needs in the
future
• Setting: boy meets girl in a neighborhood
salon
• Presented positively, lightly and with
humor
• Short but with high recall for PDIC
Executing Your Plan: Story
(2) To encourage non-depositors to
open bank accounts
constant monitoring and guidance of the entire process through virtual meetings and emails
9. Executing Your Plan: Production
constant monitoring and guidance of the entire
process through virtual meetings and emails
Securing all
necessary permits
from the LGU
Pre-production
meetings with
director,
staff and crew
Virtual auditions
Finalizing set
design and
wardrobe for all
characters
Swab
testing for
all actors,
staff and
crew prior
to start of
shooting
days
Lock-in
shooting
Presence of a
safety/security
officer during
the lock-in
shooting to
ensure
compliance
with protocols
undertaken amid the pandemic
Identified
the
shooting
location
with less
pandemic
protocols
11. • TVCs were placed in various public affairs and
entertainment programs of top 2 TV networks
• Total media placements at 62 spots nationwide for 3
months
• TVCs were placed in carefully chosen primetime shows
whose image are aligned with PDIC’s corporate brand
Executing Your Plan: Placement
12. Results of 2022 Nationwide Public Awareness Survey
• Level of public awareness improved to 19% in 2022 from 15% in
2019
• Among depositor respondents, the level of public awareness
increased from 12% in 2019 to 40% in 2022 but decreased
among non-depositor respondents from 19% in 2019 to 14% in
2022.
• Awareness skewed mostly among older population, upper socio-
economic classes and certain regions believed to have witnessed
more bank closures.
• Most non-depositors will likely put their money in banks when
able but 21% will still keep their money at home
Internet (24%)
Banks (19%)
Word of Mouth (15%)
Radio (12%)
Newspapers (5%)
Evaluating Your Plan
TV (59%)
Most common
information sources:
13. Learning from the Past
1. Use data to design communication strategy. The
results of the survey provided important points for
guidance.
2. Be ALWAYS conscious of the Organization’s
brand. This helped in identifying “what” and “what”
not to do.
3. Understand the target audience beyond their
“profile”. Knowing what are their challenges and
aspirations can help us to better communicate.
4. Seek support from the Board and Management.
At total cost of PhP27 million, it is crucial that the
campaign has their support.
14. Preparing for the Future
1. Sustain a science-based approach to
developing and implementing a public
awareness program. Nothing beats research.
2. Build on the gains of the Maniguro,
Magbangko campaign. Go for sustainability
when implementing campaigns.
3. Collaborate and further strengthen relations and
partnerships with industry players. Make the
campaign contagious.
4. Enhance in-house capabilities to keep abreast
with the trends in public awareness.
