Steven Kilele, Khangarue Media Ltd.
Packed in a small video banda in Kigoma, Ezera was watching a movie during a free screening when suddenly the movie cut and an ad on saving popped up. “I used to save by putting money in a kibubu, but after watching that video I will consider using a VICOBA,” she says. Such was the goal of our financial literacy project in Kigoma – to encourage the adoption of positive, and more diverse, financial behaviours in Kigoma Region.
Through an intensive concept development phase that included audience consultations, Peripheral Vision International (PVI) and Khangarue Media, with support from UNCDF Tanzania, developed a series of videos on topics ranging from saving to setting up a mobile money account. These videos were then embedded onto licensed films, Fatuma and Tunu, that allowed us to disseminate key financial literacy messaging to rural populations, with a reach of over 1800 people. The videos were distributed on DVD throughout Kigoma, both in refugee camps and in communities that neighbour them.
These videos have been developed as a material to support financial inclusion and financial and digital literacy across the Kigoma Region, both in refugee camps and in the nearby host communities. UNCDF supports local partners Danish Refugee Council (DRC), International Rescue Committee (IRC) and Good Neighbors Tanzania (GNTZ) in a savings-led approach, in which savings groups are central to building good money management skills, providing financial education, and eventually linking beneficiaries to safe and accessible formal financial services. (See our blog for more information on UNCDF’s work in Kigoma.)
Some of our key learnings from the recent media distribution were:
Over the course of the project, we were able to hold a total of four sponsored screenings with over 150 people – the majority of whom were women – and distributed 350 DVDs throughout the Kigoma Region. From our first experience with this type of “edutainment” project in Kigoma, we learned some important lessons as well as verified that videos are a fun and engaging way to reach a broad audience. We see exciting potential in this method as a means to spread the adoption of financial literacy messaging across Tanzania.
UNCDF in Tanzania
In Tanzania, UNCDF's Financial Inclusion Practice Area (FIPA) team works to advance access to finance, strengthen savings, and improve financial capability in the Kigoma Region. Our target groups are small farmers, refugees and surrounding host communities, and our focus is women and youth.