Title	FINANCIAL LITERACY FOR EVERYONE
Brand	THE MINISTRY OF FINANCE OF THE RUSSIAN
Product/Service	FINANCIAL LITERACY WEEK FOR CHILDREN AND ADOLESCENT, SAVINGS WEEK FOR ADULTS
Category	A07. Not-for-profit / Charity / Governemt
Entrant	SPN COMMUNICATIONS Moscow, RUSSIA
Idea Creation	THE MINISTRY OF FINANCE OF THE RUSSIAN FEDERATION Moscow, RUSSIA
Media Placement	SPN COMMUNICATIONS Moscow, RUSSIA
Media Placement 2	SPN COMMUNICATIONS Moscow, RUSSIA
PR	SPN COMMUNICATIONS Moscow, RUSSIA

Name	Company	Position
Julia Leonova	SPN Communications	Head of Project Group, Finance Communications Practice
Konstantin Mikhailovsky	SPN Communications	Media Manager, Finance Communications Practice
Yulia Zykina	SPN Communications	Strategic Planning & New Media Director

Why is this work relevant for PR?

We have started this campaign in 2015, and reached serious results in 2018. "Financial literacy for everyone: national campaign for promoting financial knowledge in Russia" had a federal coverage engaging almost all regions of Russia and giving people even from remote cities a chance to improve their financial literacy. First, we conducted various surveys to identify problems and created a large road map of events and activities that can raise awareness about financial literacy issues and reasons why it`s important to know basic financial regulations. To promote it we established relations with influential media and educational institutions.

Background

According to survey conducted by the Higher School of Economics around 46% of the population in Russia is financially illiterate. It`s evident that the improvement of financial literacy of the population will have not only a positive impact on individual well-being but assist in the development of banking services and insurance systems. Financial literacy is a vital skill necessary for people of all ages: it can help children to avoid inaccurate financial decisions in the future and provide adults with assistance in every day financial issues. Objectives: • Attract the attention of TA to issues of financial literacy • Inform the public about the importance of financial education • Inform the population about opportunities to improve financial literacy for free

Describe the creative idea (20% of vote)

To meet expectations of all target groups we decided to divide the campaign into two branches: One – for children and students, another – for adults. Campaign for children was given the name Financial Literacy Week for children and adolescents, for adults – Week of savings. To meet all expectations we developed various kinds of events: seminars, workshops, on-line creative competitions, educational and entertaining lessons, all-Russian parents gathering, public talks, festivals, and many others. People could participate in almost all events free of charge.

Describe the PR strategy (30% of vote)

In 2018 Russia became the host country of the world football championship. The atmosphere of competition reigned throughout the country and we stylized the Week of Financial Literacy for Children and Youth for sports competitions. The competition of the Week took place in various formats: from financial literacy quizzes to sports tournaments. By the same principle, we launched a nationwide financial literacy marathon, #finmarathon. The events of the Savings Week were held from Vladivostok to Kaliningrad. The slogans of the Week were: “Share financial literacy!” and “Load useful knowledge!” We focused on interactive formats (public talks, quests, social media contests, flash mobs, relay races, challenges, blogs, and vlogs) Target audiences: • An adult population who faces financial difficulties • Schoolchildren who just recently started learning about the value of money • Students (mostly depend on their parents) • Teachers and employees of educational institutions • Mass media

Describe the PR execution (20% of vote)

Financial Literacy Week for children and adolesce (April - May 2018) contained: 1. Interactive Financial Literacy Games 2. All-Russian parent meeting 3. Interactive lecture hall for youth 4. Open lessons on financial literacy 5. Excursions and excursions-quests in banks 6. Performances Savings week for adults (October - November 2018) contained: 1.Public talks with distinguished financial experts 2.Special educational quiz in 9 regions at the same time 3. Educational flash mobs in Arkhangelsk such as “The wave of financial knowledge”, “Money can`t buy happiness” 4. Business case studies for students in Kazan 5.Financial seminars devoted to insurance and credit in Kaliningrad 6. Family Financial Festival in Moscow At the time of project realization, we created a special on-line platform at the site вашифинансы.рф where people could obtain the full information about the project, register for interesting events, and download booklets, additional information.

List the results (30% of vote)

All regions of Russia were included in the campaign`s roadmap in 2018. Financial Literacy Week for children and adolescents 2018. Comparing with 2017 number of participants increased by 92%. Moreover, we managed to widen the geographical coverage of the campaign by executing various activities in all regions of Russia. In total, within the Financial literacy week, we arranged and carried 25 thousand events in 2018 • Over 22 000 000 – audience coverage of the campaign • 2 500 000 – people participated in events • 24 700 activities arranged • 19 partners supported campaign 12 media supported the campaign Savings Week 2018. More than 12 thousand events organized – 70% increase compared with 2017. • Media coverage – 50 million people • 8 thousand events organized in regions of Russia • 2 000 publications in social media (Facebook, Vkontakte, Instagram, Twitter) • 50 TV slots dedicated to campaign activities • 30 partners supported the campaign • Partners implemented over 3,5 thousand additional events devoted to Financial literacy