From highways to neighborhood streets: PDIC launches nationwide out-of-home campaign to advance deposit insurance awareness

Amid rush-hour traffic, while queueing for a ride home, or while running an errand to the neighborhood sari-sari store, the Philippine Deposit Insurance Corp. (PDIC) launched a nationwide out-of-home (OOH) advertising campaign to strengthen public awareness of depositor protection and reinforce public confidence in the stability of the financial system.

As part of the third year of its Multimedia Public Awareness Campaign (MPAC), the corporation recognized these everyday moments as opportunities to educate the public on the proper way to save money.

Building trust through visibility and recall

Intended for broader national reach, the campaign utilizes multiple executions as touchpoints for Filipino savers from all walks of life. From large-format static and digital billboards along major thoroughfares in Metro Manila, Cebu City and Davao City, to advertisements on buses and modern jeepneys, inside and outside Light Rail Transit (LRT) stations, static and moving signages in local communities, and TV placements in seaports and airports, the goal is to reach Filipinos where they live, work, travel and commute. Through repeated exposure, the campaign delivers high visibility and sustains public recall of the importance of deposit insurance coverage for one’s savings in banks.

Simple, clear and direct messages of protection

The messages on each material are designed to be simple, clear and direct so they can be easily understood at a glance, with important keywords seemingly jumping out of the advertisements to direct the eye to the core message. This core message — keeping hard-earned money safe in banks — is delivered by relatable, everyday characters. Instead of relying on star power, the OOH campaign spotlights ordinary office workers, small-business owners, regular travelers and tricycle drivers as credible spokespersons to ground the message in lived experience and mirrored realities.

Through relatable scenarios and familiar voices, the campaign offers the assurance that both large and small incomes are protected when saved in banks, as people pass through main roads and residential streets. It also delivers a fair warning to keep money safe in high-traffic areas and brings the public on a journey through a series of installations that ask the questions, “Para saan ang ipon mo?” (What are you saving for?) and “Anong ‘P’ ang nagbibigay proteksyon sa pera mo?” (What ‘P’ provides protection for your money?). Ultimately, PDIC’s OOH campaign turns everyday journeys into impactful reminders of why choosing to save in banks is the best option.

Apart from OOH materials, the nationwide multimedia campaign also includes major executions through television and radio commercials. The campaign’s overall reach is further expanded through a digital campaign, explainer videos and search engine marketing (SEM). Social media posts amplify key messages through digestible content, while the explainer videos provide ready-to-play, easy-to-understand materials for PDIC’s on-ground public engagements through advocacy and information dissemination. The SEM campaign further strengthened PDIC’s online visibility, ensuring that individuals seeking information about saving in banks and depositor protection could easily access accurate and reliable content.

Through the various executions of PDIC’s public awareness campaign, the state deposit insurer demonstrates its commitment to advancing financial literacy, strengthening depositor confidence and ensuring that the public is well-informed about the protection that deposit insurance provides for their hard-earned savings.