Who are Peripheral Vision International and TBWA\Khanga Rue?
TBWA\Khanga Rue Media (KRM) is a media company specializing in Social and Behavior Change Communication in Africa. With their versatile and diverse team of creative directors, writers, designers, content producers, media strategists and project leaders, KRM works across multiple platforms, focusing on television, radio, print, digital and branding.
Peripheral Vision International (PVI) uses media, technology, and popular culture to catalyze social change in East Africa. PVI’s work is guided by the same principle: a belief that meaningful social change can happen when people have the information they need to make important individual decisions, including getting more involved in the change they want to see.
PVI specializes in bridging the communication gap between nonprofits and their target audiences. It partners with organizations in East Africa to produce media that showcases their work and that develops creative solutions for publicizing important issues.
TBWA\Khanga Rue together with PVI were tasked to develop media on financial literacy, and using innovative methods and channels to distribute the developed content on pilot basis in Nyarugusu refugee camp and surrounding host communities.
What is "Kuweka Akiba Ni Upendo"
Employing a human centered design approach, PVI and KRM wrote, produced, and tested a series of seven short “advertisement” style videos, each around one minute long. These videos, which cover topics such as mobile money, saving, budgeting and money management, were then packaged on a DVD with two popular Bongo Movies, “Fatuma” and “Tunu”, to incentivize watching the short videos.
The videos were distributed through three mechanisms: 1) directly to livelihoods organizations within the refugee camp 2) organically to locations with ambient video screens via host community field agents, and 3) through special screenings, free for women, at video “bandas,” or halls outside of the camps.
Available ambient screens are those that play in the background of business, such as the TV screens at salons, bars, community centers, or public buses. Alternatively, video bandas, prevalent in the host communities outside the camps, are designated viewing areas where patrons pay a few cents to watch Hollywood movies, sporting events, or popular television shows on DVD, while many more villagers gather outside to listen, play cards, or take advantage of overhead lighting in one of the few places with reliable electricity.
Special subsidized screenings at these bandas provide women a space to come together for an afternoon of edutainment in a space generally dominated by men. Although the video hall’s form is humble, its reach is broad. The thousands of independently owned businesses across the country are estimated to reach millions of Tanzanians every month. Through these three mechanisms, we were able to effectively reach both refugees and host communities, and the potential to scale exists.
Employing a human centered design approach, PVI and KRM wrote, produced, and tested a series of seven short “advertisement” style videos, each around one minute long. These videos, which cover topics such as mobile money, saving, budgeting and money management, were then packaged on a DVD with two popular Bongo Movies, “Fatuma” and “Tunu”, to incentivize watching the short videos.
The videos were distributed through three mechanisms: 1) directly to livelihoods organizations within the refugee camp 2) organically to locations with ambient video screens via host community field agents, and 3) through special screenings, free for women, at video “bandas,” or halls outside of the camps.
Available ambient screens are those that play in the background of business, such as the TV screens at salons, bars, community centers, or public buses. Alternatively, video bandas, prevalent in the host communities outside the camps, are designated viewing areas where patrons pay a few cents to watch Hollywood movies, sporting events, or popular television shows on DVD, while many more villagers gather outside to listen, play cards, or take advantage of overhead lighting in one of the few places with reliable electricity.
Special subsidized screenings at these bandas provide women a space to come together for an afternoon of edutainment in a space generally dominated by men. Although the video hall’s form is humble, its reach is broad. The thousands of independently owned businesses across the country are estimated to reach millions of Tanzanians every month. Through these three mechanisms, we were able to effectively reach both refugees and host communities, and the potential to scale exists.
What are the videos' objectives?
The objectives of the financial capabilities videos are to:
The objectives of the financial capabilities videos are to:
- Increase knowledge among the target populations (refugees and host communities) on savings and savings groups, managing money, mobile money and digital solutions
- Increase uptake of already available financial services and solutions, such as savings groups within the camp and bank accounts for host communities
- Increase awareness about consumer rights related to financial services
Pilot Results
During the pilot phase, 1,900 viewers were reached in the host communities through organic distribution and sponsored screenings. 39 DVDs were distributed in Kibondo, 18 in Kakonko, and 40 in Kasulu. In addition, 4 sponsored video screenings were conducted in the region, attended by 156 women. Despite being free, “women-only” screenings, men also wanted to attend, and paid to do so. To learn more about the pilot experience, check out this blog post, and watch the videos here or on youtube.
During the pilot phase, 1,900 viewers were reached in the host communities through organic distribution and sponsored screenings. 39 DVDs were distributed in Kibondo, 18 in Kakonko, and 40 in Kasulu. In addition, 4 sponsored video screenings were conducted in the region, attended by 156 women. Despite being free, “women-only” screenings, men also wanted to attend, and paid to do so. To learn more about the pilot experience, check out this blog post, and watch the videos here or on youtube.