Product Owner: Currency Management Sector – Bangko Sentral ng Pilipinas
Describe the project nominated
The Bangko Sentral ng Pilipinas (BSP) released the New Generation Currency (NGC) Coin Series in circulation starting in March 2018, and launched the NGC Coin-Ed Program as a public information campaign aimed at increasing awareness and promoting engagement in the recirculation and proper use of the new Philippine coins. The Coin-Ed Program utilized multiple communication channels to effectively disseminate information: (a) face-to-face briefings; (b) printed materials (posters, stickers, brochures); (c) television, radio and print media; and (d) social media with the posting of six animation videos and five infographics as educational guide on the design, security features, and importance of the new Philippine coins. For this Program, the BSP utilized various social media platforms, i.e., Facebook, Twitter, Instagram and Youtube, for the fast delivery of content and information aimed at reaching a wider audience. The Coin-Ed videos and infographics already reached approximately 14.2 million unique social media users.
The challenge for the Bangko Sentral ng Pilipinas (BSP) was to roll out an effective information campaign for the new Philippine coins in an archipelagic country with over 7,100 islands and a widely diverse demographic.
The BSP’s Coin-Ed Program utilized social media, i.e., Facebook, Twitter, Instagram and Youtube, for faster and more effective information campaign for the new Philippine coins to supplement the traditional communication channels such as printed materials and face-to-face briefings.
A social media dimension to the campaign is relevant and timely considering that 58 percent of the 104 million Filipinos are active social media users. The BSP also partnered with drug stores, metropolitan rail transit operators, cinema and retail establishments for the showing of the videos in conspicuous locations. The youthful animation videos and infographics were easy to understand, educational, appealing and innovative.
Historical or Local Content
Innovation of the Program, Website or App Design and Features
The videos and infographics in the BSP Coin-Ed Program utilized the Filipino language for easier understanding by the majority of the population while providing sub-titles or translation in English.
The Coin-Ed videos highlighted the improved design of new Philippine coins featuring endemic Philippine flora, national heroes and the significance of Philippine currency as a reflection of national identity and pride.
A Christmas-themed Coin-Ed video was also released in December 2018 campaigning for the proper use and recirculation of Philippine coins while highlighting uniquely Filipino Christmas traditions.
Unique public education
The Coin-Ed Program is unique as it utilized multiple communication channels to effectively disseminate information on the new Philippine coins with an innovation on the use of social media through the posting of animation videos and infographics. The use of social media has proven to be less costly while being effective in attaining wider reach. With this campaign, the BSP was able to effectively introduce the new Philippine coins and promote proper handling of coins in line with the mandate to preserve the integrity of Philippine currency.
Feedback from Stakeholders, Including the General Public
The videos and infographics in the BSP Coin-Ed Program have a social media reach of 14.2 million unique users. These were well-received by the general public as 83 percent of the 143,147 reactions gathered from the Facebook posts were “likes” and “loves.” The said posts have likewise been shared 69,714 times. Also, the general public expressed satisfaction with the Coin-Ed initiative as positive comments were posted on the Facebook posts acknowledging that it is a good initiative to enhance public awareness on NGC coins.
Ease of use or navigation
People’s brain processes visuals better than texts, therefore as part of the Coin-Ed Program, the BSP designed simple and informative youthful animated videos with characters and plots that people of any age can relate to. Also, instead of using lengthy publication as educational guide on the design and security features, and importance of the new Philippine coins, the BSP used infographics which tell visual stories that readers/viewers can easily read, understand and remember. These videos and infographics utilized the Filipino language for easier understanding by the majority of the population and sub-titles or translation in English were also provided.
Promotes the image of the issuer or organization
The Coin-Ed Program is aligned with the BSP Communication Plan principles of transparency, accountability, fairness, adaptability, and prudence. Through the Coin-Ed Program, the BSP proactively shared knowledge, information, views and opinions relating to the NGC coins to raise the public’s consciousness. It ensured clarity and effectiveness of the BSP communication roadmap in pursuit of its mandate to serve the Filipino people, and provided a mechanism that enabled the public to communicate their concerns and ideas to the BSP. The Coin-Ed Program promoted the organization’s core values of patriotism, integrity, dynamism, excellence and solidarity.