The document outlines a tender for a retirement and financial capability awareness campaign in Malta. It identifies several vulnerable groups that will be targeted, such as those in low-income employment, unemployed individuals, and disabled persons. It also notes groups that may be negatively affected by behavioral biases, like teenagers and young adults. The campaign will involve focus group research, TV and radio ads, billboards, printed handbooks, newspaper ads, and social media content tailored for each group. An implementation plan is provided, with actions spanning 2019 such as developing messages, conducting pre-and post-campaign research, and launching various advertising elements for priority vulnerable groups.

1. MPU-MFCS/ 18002
Tender for the Carrying Out of Research and a Targeted Retirement
and Financial Capability Awareness Campaign in Malta

2. Background
Education and awareness is critical if Malta is to reach this vision. Nevertheless an education strategy and awareness campaign to
build and reinforce retirement and financial capability cannot be a one size fits all.
The Maltese population must be segmented and specifically targeted through knowledge, education, and information communication
strategies. The mix of mediums and tools applied are to be tailored for each specific target cohort.

3. The strategy for retirement and financial capability identifies the following as vulnerable groups:
(a) Persons in low income employment.
(b) Persons in unemployment.
(c) Self-employed persons.
(d) Family members working in family businesses but not paying a social security contribution.
(e) Disabled persons.
(f) Widows.
(g) Single parents.
(h) Separated / divorced persons.

4. The strategy for retirement and financial capability identifies the following groups as
negatively affected by behavioural heuristics:
(a) Teenagers.
(b) Students in post-secondary education.
(c) Students in tertiary education.
(d) Persons in their first employment
(e) Young women.
(f) Young adults who are recently married.

5. Work Package A: Research to Determine the Effectiveness of the Retirement and Financial
Capability Awareness Campaign
This Work Package consists of the carrying out of research pre and post the launch of the awareness
campaign research to assess its effectiveness.
Carrying out of research by means of focus groups identified from each of the 8 vulnerable groups
and 6 groups that may be affected negatively due to behavioural heuristics.
The same population group researched in the above will be reviewed to assess the impact of the
campaign on the level of awareness and knowledge instilled. This research will be carried out within
three months from the end of the campaign targeting a specific vulnerable group.

6. Kick Off
Various meetings were held since August between the Ministry and Outlook Coop to discuss the project deliverables and their timing in realistic terms.
Action to date
Following a recruitment exercise, Outlook Coop has carried out the first 4 focus groups with:
a) Unemployed persons
b) Persons in low income employment
c) Teenagers
d) Post-secondary students

7. Work Package B: TV and Radio Awareness Campaign Directed at each targeted Group
TV
a) Scripting, shooting, and testing of sixteen 30 second TV spots, in HD, including professional voice-
over in Maltese with subtitled in English. One for each of the 14 groups and 2 over-arching
messages.
b) Booking of adverts to be aired on prime time and others to be aired on non-prime time on selected
TV stations.
Radio
a) Scripting recording and testing of sixteen radio adverts of 20 seconds - One for each of the 14 groups
and 2 over-arching messages. The voice used should be easily recognizable by the general public and
the language will be in Maltese.
b) b) Booking of radio adverts that will be broadcast on local radio stations that have the highest
audience reach in relation to the particular target group being addressed.

8. Work Package C: Billboard and Poster Campaign
In relation to this Work Package, Outlook Coop shall be responsible for the design
and booking of media space.

9. Work Package D: Handbook for Each Vulnerable Group
Writing, design, testing and printing of Handbooks
Each handbook is to be based on the research carried out in Work Package A as well as further
research carried out by Outlook Coop.
Each handbook will incorporate, as a minimum, the following:
• Issues pertaining to a group
• Non-jargonised information which a group should be aware of
• Smart tips relating to a group
• Benefits and support providers pertaining to each group.

10. Work Package E: Newspaper Adverts
Outlook Coop will design an advert and tagline for each of the 8 vulnerable groups and
the 6 groups that may be negatively affected by behavioural heuristics, pre-test, book
and pay for the following adverts in selected newspapers.

11. Work Package F: Social Media Campaign
Through the design of 16 visuals, Outlook Coop will plan and manage a social
media campaign in liaison with the Ministry’s officials.

12. Planned Action for 2019
January and February
Identification and Pre-testing of campaign messages for Unemployed persons, persons in low income employment, Teenagers and Post-Secondary
students
May, June and July
Pre-campaign research with Self-employed persons, Students in Tertiary Education, Family Members in Family Business, Persons in First Employment and
Disabled Persons
August and September
Identification and Pre-testing of campaign messages for Self-Employed Persons, Students in Tertiary Education, Family Members in Family Business,
Persons in First Employment and Disabled Persons

13. Planned Action for 2019
January to December
• Scripting, shooting, testing and broadcasting of TV and radio adverts for Unemployed persons, persons in Low income employment, Teenagers, Post-
Secondary students, Self-employed persons and Students in Tertiary Education
• Testing and Installation of Billboards, and printing of posters for the above mentioned groups
• Content writing, testing, design and printing of Handbooks for the above mentioned groups
• Design and publishing of Newspaper Adverts for the above mentioned groups
• Design and uploading of Adverts on Social Media for the above mentioned groups
• Post-campaign research with the above mentioned groups

14. Thank you