Submitting Organziation Name and role, if any, in the Project
De La Rue
Date the Program was first implemented
Organization that owns the Engagement Program
Project Description
“Pretty like money!”
This popular Jamaican phrase, used to compliment beautiful women and cars, took on a literal meaning with the introduction of the new series of Jamaica’s polymer banknotes in the summer of 2023.
To ensure that this beauty was more than skin deep, Bank of Jamaica engaged the visually impaired community as early as 2022 to ensure that their needs were better satisfied in the redesigned banknotes.
A comprehensive two-month pre-launch advertising campaign was implemented, utilizing traditional and non-traditional media to promote the new notes.
Islandwide townhalls were staged and posters provided to businesses, schools and universities highlighting the banknotes’ security features. Billboards, social media posts, website updates, Google popup, radio and television advertisements buttressed these efforts.
Episodes of the Bank’s award winning Centrally Speaking television series also featured the banknotes.
The official launch took place live on our leading morning television programme and was featured in the two major daily newspapers. Throughout the day, we coordinated additional radio and social media engagements to guarantee the message reached both residents of Jamaica and members of the Diaspora.
Of course, reggae music was incorporated into the communication efforts, with a popular artiste hired by the Bank to sing about the new banknotes.
To conclude the campaign, we printed a 2023 calendar featuring the banknotes and distributed it to key stakeholder groups as a commemorative gift.
Kindly click on the links to view some of our communication efforts:
https://boj.org.jm/core-functions/currency/bank-notes/new-series-of-jamaican-banknotes/
Project Team
Countr(ies) where implemented
The communication campaign for the New Series of Jamaican Banknotes was implemented in Jamaica, however, as social media is a borderless communication tool, the reach of the campaign was international. This was of significance given that the size of the Jamaican diaspora, is almost equal to those of us who live on the island.
If the nominator is not the Owner, please check this box that the Owner is aware and accepting this nomination
Creativity and innovation of program design
Critical to the successful introduction of the new banknotes was their acceptance by all. The communication programme was intentional in reflecting several aspects of our culture. Jamaicans have a “bag a mouth”! We love to talk and the Bank capitalised on this using radio interviews, townhalls and the Centrally Speaking interview programme.
Reggae, the heartbeat of our country, was used in a popular commercial that underpinned our communication initiatives.
Recognising our publics’ affinity for visually appealing material the Bank ensured that all visual communication was eye catching and memorable. The culturally relevant colours of the Jamaican flag, the use of the humming bird, our national bird and the phrase “a fi wi”, meaning “this is ours”, were used throughout the campaign to bolster national pride in the banknotes series.
Quality of the delivery channels of the engagement program
Communication channels, from both traditional and new media, were used for the public engagement around the new banknotes. Bank of Jamaica’s desire to have broad acceptance of the new banknotes and widespread understanding of the security features were the main drivers behind the selection of each of the channels utilised. Having thoroughly researched the reach and demographic targeted by each channel the following were selected:
- Television and Radio Commercials
Television and radio commercials were strategically placed during peak viewership and listenership timeslots, respectively, to maximise their effectiveness.
Links:
I. https://www.youtube.com/watch?v=I4Bw-LR7KAw&t=25s
II. https://www.youtube.com/watch?v=GfYkHRCwJUg&t=14s - Face to Face
Live Launch event featured on television and radio
To add to the excitement around the new banknotes, the Bank hosted a live launch in the banking hall where customers’ exchange of the old notes for the new ones was facilitated. The event’s broadcast, which also included interviews of the Bank’s management, as well as members of the public, was featured on a major radio programme, as well as television programmes.
Link: https://www.youtube.com/watch?v=38zT-ulkr0QTownhalls
This channel allowed for a personal touch and facilitated one-on-one interactions with the public allowing for their concerns to be addressed and questions answered. - Press Releases
Press releases are a staple in the Bank’s communication arsenal. They are a record of factual information on matters relevant to the functioning of a central bank. As such, they were an obvious choice for this communication initiative to provide relevant, ‘no-frills’ information on the nation’s new currency.
Link:
https://boj.org.jm/core-functions/currency/bank-notes/new-series-of-jamaican-banknotes/press-updates/ - Centrally Speaking Programme
The Bank’s award-winning television series, Centrally Speaking, was selected to air discussions regarding the new banknotes given its popularity, the timeslot when it is aired on the island’s most popular television channel and the fact that it is readily available to an international audience on YouTube.
Links:
I. https://www.youtube.com/watch?v=ffWWsQvYITY&t=195s
II. https://www.youtube.com/watch?v=92anxPtqjkg - Social Media Posts
Social media is the fastest growing communication channel cutting across age, gender and social class, making it an obvious choice for communication. Several posts were placed on Instagram, X and Facebook to heighten the visibility of the communication campaign.
Links:
I. Central Bank Jamaica | What will happen to the old banknotes? They will be phased out overtime, in the interim, both sets of notes will be accepted islandwide…. | Instagram
II. Central Bank Jamaica | Come on out this Sunday, 11 June 2023 at 5:00 p.m. to learn more about ”FiWi” New Banknotes. You don’t want to miss it. #AFiWi… | Instagram - Website
The BOJ website provides an easily accessible and comprehensive store of knowledge regarding the new banknotes.
Link:
https://boj.org.jm/core-functions/currency/bank-notes/new-series-of-jamaican-banknotes/ - Printed Material
In recognition of the fact that some persons prefer hardcopy information the Bank produced a poster as well as a pamphlet detailing the features of the new banknotes. Additionally, a calendar which provided year-round, relevant information and images of the banknotes, beautifully presented, was produced.
Calendar link (time sensitive
Pamphlet and poster link: https://boj.org.jm/core-functions/currency/bank-notes/new-series-of-jamaican-banknotes/features-of-new-banknotes/
Ease of public use and understanding (effectiveness) of the engagement program
The 360 degree communication approach facilitated the ease of understanding of the messages of the communication programme. The effectiveness of the communication initiatives was readily apparent as early as the launch date of the new banknotes.
Large numbers of persons crowded the banking hall, eager to exchange their old notes for the “new pretty money”. Social media influencers rushed to boast of the fact that they were amongst the first to have the new cash in hand while others posted their ‘tests’ of the durability of the new notes.
Since their introduction in June 2023, approximately J$11.5 billion worth of polymer banknotes have entered circulation, coexisting with the older notes as legal tender.
Data in Bank of Jamaica’s 2023 Annual Report indicates that 99% of Automated Banking Machines (ABMs) across the island were configured to dispense the polymer notes, with 98% of intelligent ABMs capable of accepting them.
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BOJ-New-Banknote-series.
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