YouDeserveToKnow, a financial literacy campaign spearheaded by the U.S.-based nonprofit organization the Smart Campaign, has reached over 600,000 Ghanaians through radio and social media.


The Smart Campaign, a global campaign committed to embedding client protection practices into the institutional culture and operations of the financial inclusion industry, launched the 16-week #YouDeserveToKnow radio campaign in March in collaboration with Financial Inclusion Forum Africa to raise awareness about consumer protection in financial services in areas relevant to Ghanaian consumers.


Radio segments are hosted on Citi CBS, Citi 97.3 FM’s morning show, by Benard Avle on Tuesday mornings at 9 a.m. and on Thursdays at 5 p.m. on Adom 106.3 FM by Efie Nkwanso and Jerry Justice. Designed to simultaneously inform and entertain, each episode starts with a short dramatic story. After the drama, a free-flowing discussion between the host and an expert commentator underscores the main messages. Topics include fraud, transparency, responsible borrowing, and client recourse.


The campaign has received significant attention from the Ghanaian national media, and early listener numbers have shown that the campaign has had a wide reach.


On social media, the campaign has on average reached more than 30,000 Ghanaians with each post. Animated shorts accompany each topic and have been shared on Twitter and Facebook.


There’s been massive positive feedback on airwaves with a successful Q & A where the audience got to win mobile phones, power banks and shopping vouchers during Adom FM’s close out session last Thursday. To catch up, tune in to Citi 97.3 FM at 9 am this Tuesday to learn more


#YouDeservetoKnow gives Ghanaians the opportunity to ask questions and connect them to existing market resources while creating a space to discuss experiences with financial services.




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