From campaign to community: PDIC turns depositor protection awareness into real-life understanding

What defines a successful campaign? A well-executed public awareness campaign cannot be measured solely by targets and metrics. Equal weight must also be given to how it resonates with its intended audience.

Following the out-of-home (OOH) implementation of the Philippine Deposit Insurance Corporation’s (PDIC) Multimedia Public Awareness Campaign in Barangay Holy Spirit in Quezon City, the corporation engaged with sari-sari store owners and tricycle drivers through interviews and an on-the-ground financial literacy learning session to ensure awareness turns into understanding.

The session gathered participants who encountered the concept of deposit insurance for the first time. Through easy-to-follow discussions and practical examples, the financial literacy session translated the campaign messages into real-life application.

For sari-sari store owner Sheila, talking about the message displayed on her store signage, “Malaki man o maliit ang kita, protektado ka!” (Whether your income is big or small, you are protected!), sparked a shift in perspective from keeping money in the house to saving it in banks.

She reflected, “Sabi ko, ‘Magdedeposit kaya ako?’ Kahit mismo ako po gusto ko rin magdeposit kaysa yung hawak ko. Ang ginagawa ko po kasi may daily savings po ako. Tuwing gabi po, nagtatabi po ako kahit PHP 300. So monthly, pwede ko ibagsak sa one month na deposit. Yun po yung plano ko (I asked myself, ‘Should I start depositing?’ Even for me, I’d rather deposit my money in the bank than just keep it on hand. What I do is, I have my daily savings. Every night, I set aside even if it’s just PHP 300. Then by the end of the month, I can put it all in as one deposit. That’s my plan).”

Smiling with pure joy, Sheila shared, “Maswerte po ako nabigyan ng store signage ng PDIC (I feel fortunate to have been given a store sign by the PDIC).” She added, “Hinahandle po nila yung pinaghirapan ng isang negosyante. Sa maliit man na kita o malaking kita, prinoprotect [ng PDIC] ang pera ng isang negosyante (They safeguard what a business owner has worked hard for. Whether the earnings are small or big, the PDIC protects their money),” after understanding the vital role of the PDIC in the Philippine banking system.

Meanwhile, for tricycle driver Marlon, who already has two bank accounts, the session gave him peace of mind and reinforced his trust in the banking system. Around the barangay, his tricycle ferried the message: “Ngayon barya lang po sa umaga. Bukas, malaking ipon na” (Today, it may be just coins. Tomorrow, it can become big savings)!

He recalled, “May time nga nawalan kami ng pagkain nun, kaya dun ko nasubukan mag-ipon na lang. Ayon hanggang ngayon, tuloy-tuloy na ang pag-iipon ko. Napapaaral ko na yung mga anak ko (There was even a time when we had nothing to eat, and that’s when I really tried saving. Since then, I’ve kept it up. Now, I’m able to send my children to school).”

After learning how the PDIC protects depositors through its deposit insurance, Marlon expressed his relief, “Mas lalo na ako ngayong ginaganahan magdagdag pa ng ipon, wala na akong pangamba. ’Di katulad dati na iniisip ko, ‘Paano kaya kung bumagsak ang bangko? Paano na yung pera ko? Paano ko kaya makukuha yun?’ Ngayon pinaliwanag na babayaran pala kung sakaling magsara yung bangko, mas lalo ko pang itutuloy yung pag-iipon ko (I’m now even more motivated to save because I no longer feel anxious. Unlike before, I used to worry, ‘What if the bank fails? What would happen to my money? How would I get it back?’ But now that it has been explained that deposits are paid back if a bank closes, I’m even more determined to continue saving).”

These reflections underscore the campaign’s impact beyond words and images on a layout. As extensions of the PDIC in spreading awareness within the community, it is important that these small-scale entrepreneurs and tricycle drivers recognize the value of the campaign materials placed on their sari-sari stores or tricycle units. It is the point where an awareness campaign becomes a tool to carry out its mandate and bring public service closer to the depositing public.

With sustained and strategic public awareness efforts, the PDIC underscores its commitment to nation-building by promoting confidence in the Philippine banking system through the deposit insurance it provides to everyday Filipinos.