Product Owner: Central Bank of Swaziland
Date of the Communication Launch
Uniqueness
The communication strategy for the new coins took into account that the Swazi people embrace their culture and language. The communication was conducted in both SiSwati and English, which are the two major languages in the country to ensure that the message cut across demographics.
The communication was conducted via the various media platforms, including face to face forums.
The uniqueness of the communication plan was that it included the below strategies;
- Conducting road shows, educating the public on the new coins;
- Releasing press statements;
- Printing out posters, flyers;
- Branded promotional material;
- A comprehensive media outreach programme that cut across almost all platforms; print media, radio, television, electronic billboards;
- Issuing of Gazettes on new coins series and demonetisation of the old coin series.
- An elaborate launch which saw blister packs of the coins being distributed to guests
Historical or Local Content
The communication efforts of the campaign were centred around that the Swazi coins are designed in a way that celebrates important aspects of the Swazi history and culture, and Swazis are known for their love and appreciation their culture.
Our brand new family of Swazi coins display bold new designs and milling, hands. With their rich symbols and images, every new 2015 coin, from the 10 cents to the 5 Emalangeni, shows a portrait of our King – King Mswati III on the obverse. He is wearing the royal insignia, the three feathers of the widowbird, ligwalangwala, as well as ligcebesha, the traditional necklace. The reverse sides of our coins depict our rich Swazi heritage.
Feedback from Stakeholders, Including the General Public
Face-to-face forums were held with each group of stakeholders over the course of the coins communication campaign.
*Cabinet ministers and Ministry of Finance
They contributed in the designing of the coins and approval.
*Commercial Banks, vending machines and payphones operators, parking meter operators
They were uneasy at first about the the new coins due to the administrative burden of machine calibration. After the awareness campaign they were receptive as the new coins are easily manageable due to having a single coin per denomination.
*Retailers and Cashiers
They were enthusiastic about the new coins series as this would make it easier for coins management.
*Visually impaired
They were involved from design stage of the coins and contributed on the features for the visually impaired.
*Public
Massive public communications were held and there was general uneasiness about the new coins. The public started being receptive to the coins after the public engagements.
Ease of Understanding
The structure of the communication strategy was such that it was very easy for the target market to understand. The various stakeholders were engaged in different platforms according to which could best relate. The main messages were;
- Know and Trust your Money
- Value your coins
- Swazi coins, our Pride!
The roadshows and other awareness campaigns were conducted at selected areas across the country were in both English and SiSwati and featured well know personalities in Swaziland who the people related well with, making the messages well received and better understood.
The main messages of the campaign were also spawn across promotional materials like piggy banks, t-shirts, pencil cases which was very effective for public understanding of messages. School children and market vendors were visited and educated about the new coins and their features.
Effectiveness of Messages and Communications
The messages of the campaign were;
- Know and Trust your Money
This message was about encouraging people to know their new coins and trust their currency. This was a powerful message and was effective in grabbing the attention of the audiences. This message was most effective on press releases and posters. - Value your coins!
This message gave people an insight into how important it is for them to value the money they use every day. This message was most effective on radio shows and promotional material. - Swazi coins, our Pride!
This message hit home for most as it placed the new coins at the core of the Swazi culture and pride, which Swazis can well relate to. The coins are also designed in such a way that they depict our culture and heritage, which was a main part of our message on this campaign.
Effectiveness of Messages and Communications
The messages of the campaign were;
- Know and Trust your Money
This message was about encouraging people to know their new coins and trust their currency. This was a powerful message and was effective in grabbing the attention of the audiences. This message was most effective on press releases and posters. - Value your coins!
This message gave people an insight into how important it is for them to value the money they use every day. This message was most effective on radio shows and promotional material. - Swazi coins, our Pride!
This message hit home for most as it placed the new coins at the core of the Swazi culture and pride, which Swazis can well relate to. The coins are also designed in such a way that they depict our culture and heritage, which was a main part of our message on this campaign.
