Driving financial education at taxi ranks

The SAIA and FSB campaign was timed to coincide with the with National Credit Act deadline of 1 June 2007, when the full force of the act would come into effect. From this date, companies will need to follow the rulings of the act to the letter or face legal action.

For the consumer, the act means that they have more protection from the law concerning unethical credit providers. The majority of South Africans are not knowledgeable on their rights and responsibilities regarding financial matters. Nor are they aware of the benefits of insurance in a country with a high crime rate.

“Knowledge is power,” comments Brian Lindquist, the sales and marketing director at ComutaNet. “In this case, the power to protect oneself from being conned by financial jargon. SAIA and FSB are doing a fantastic job to ensure that commuters are informed of their rights in dealing with vendors who offer credit or insurance.”

Various platforms

To spread its message to the bulk of consumers, SAIA and FSB selected various ComutaNet platform, including Star Radio, Star Music, Commuter FM, Rank TV, Roving Stage and Kiosks.

Apart from having a high media presence – both visually and audibly – at taxi ranks, SAIA and FSB made use of ComutaNet Interactive Promotions. To ensure that complex financial information was fully understood, ComutaNet embarked on an intensive training program for the promoters.

The promoters were fully briefed to address various issues, including debt management, credit terms and long and short term insurance options.