Visa, World’s Leading Electronic Payment – Financial Literacy

2006 – Present

The Challenge

Visa Worldwide Indonesia believes that greater financial knowledge empowers people to better manage their money, which in turn allows individuals, families and the wider country to prosper. A survey conducted by the Indonesian Financial Services Authority revealed that only 25 per cent of women consider themselves financially literate compared to 33 per cent of men. In contrast, 75% of all household finances are managed by women. and they are also found to be more influential within the household when it comes to educating children, household assistants and other family members.

The Approach

Working with the Indonesian Financial Services Authority (OJK) and Bank Indonesia (BI), Visa developed and delivered #IbuBerbagiBijak – a financial literacy program targeted at women. Adopting a “train the trainer” concept, the program empowers women to educate their loved ones, family members, and neighbors by sharing their newfound financial literacy skills through a series of activities on social media using and community outreach.

The Result

#IbuBerbagiBijak financial literacy program has reached more than 300,000 mothers and communities across the country. generating 156 blog posts, 45,000 followers on Instagram and over 170,000 page views, empowering women with important financial skills.

About Inke Maris & Associates

PR Agency Indonesia

Established in 1986, Inke Maris & Associates (IM&A) is a leading, independent PR Agency in Jakarta providing strategic counsel to businesses, organisations and public institutions. IM&A was recognised as the Best PR Firm in Indonesia after a survey conducted by Mix Magazine to over 100 Indonesian journalists nominated the firm for the PR Agency of the Year Award 2016. As PR and strategic communications consultants, our work falls into overarching and often intersecting areas of Public Affairs, Corporate Communications, Financial Communications, Marketing Communications, Issues & Crisis Communications, Capacity Building & Training, Social Marketing & PR Campaigns, Community and Stakeholder Engagement, Digital PR, Event Management.