International Finance Corporation

SERVICES PROVIDED

Media Relations and production of content

Today, across Africa, millions of people will use credit. However, most people use informal credit systems to borrow money to grow their businesses or enterprises and many of this systems are risky and have a limited resource that can be availed. That notwithstanding, in Africa formal credit services are now available through MFI’s, banks, cooperatives, yet still many remain both unbaked and cannot access required credit to uplift their livelihoods

Getting people who have never used formal credit services before – or who have access to formal credit services, but don’t use them – to change the habits of a lifetime is a major challenge. 

But if we are to help millions of Africans lift themselves out of poverty, reduce inequality, and strengthen entire economies, we need to get them understanding, and using formal credit services. Know what a credit record is, and why it matters. Understand the power of credit to grow their businesses, expand their farming operations or reach their financial goals. Be confident in knowing their credit status, and requesting a credit report. 

Strategy Development

In support of the Credit literacy campaign we provided the following: 

  • Market insights for the Zambian market
  • Conducted a focus groups 
  • Participated in working group meetings. 
  • Shared a marketing and communication implementation strategy
  • Shared implementation budgets for the campaign
  • Localised campaign messaging to Tonga

Media Outreach

The initial media outreach proposal was focused on: Credit Report and Credit Reporting: What it is and Why it is important. 

The focus of the interviews was:

  • Historical background of Credit Reporting in Zambia
  • The players approved in market to support
  • What is a credit report?
  • Why a credit report is important

Media Outreach

The spokesperson on the interviews were: 

  • Madalo Minofu: Resident Representative, Zambia and Malawi, International Finance Corporation

We secured the following media interviews. 

  • ZNBC TV 1 – 16th to 22nd October
  • Radio Phoenix – Drive Time show with Chi & Just Tash – 16th to 22nd October
  • ZNBC Radio 4
  • Zambia Daily Mail – 1st to 5th October
  • Muvi TV – 8th to 12th October
  • Hot FM – 8th to 12th October
  • Daily Nation – 15th to 19th October

100

Total Number Coverage

249,531

Dollar Advertising Value Equivalent

315,509,738

Total Reach