Central and Eastern Europe, Middle East, Africa
Visa has developed tailored financial literacy programs for the Middle East, Russia and South Africa. The success of these pilot programs has led to their use as a model for other countries.
Middle East and Pakistan
Visa has created a multifaceted program to teach individuals how to better manage their finances using various tools.
The educational website "My Money Skills," available in Arabic, English, French, and Urdu, covers financial basics such as budgeting, saving, bank account management, using cards wisely, online shopping, and precautions against fraud.
In addition to the website, Visa has customized the Financial Football game for United Arab Emirates, Jordan, Lebanon, Kuwait, and Saudi Arabia while partnering with over six financial institutions by co-branding the game and distributing it to their customers at branches and schools.
In Morocco, Visa runs a financial literacy theater project as part of a community outreach program aimed at driving financial awareness to rural and urban audiences. Visa Morocco has also kicked off a program with the Women's Mentorship Group, a grassroots initiative to inspire the development of role models and connect young women in different networks and rural areas in order to build a better community and enhance socio-economic development. Financial education is a key part of the women's success as they build their ideas and innovative business plans.
In Egypt, studies show that more than 90 percent of audiences believe that financial education at schools is instrumental to success in later life. As such, Visa Egypt has started engaging with schools and universities in a bid to provide local content to be integrated into classroom curricula.
The educational website "My Money Skills" gives consumers easy-to-use formulas and advice on compiling a monthly budget to avoid too much debt. The Russian version of "My Money Skills" is hosted on www.visa.com.ru and was launched by the Visa Russia Association, a cooperative group of Visa banks in the country.
In 2010, Visa launched a passport program called "Encyclopedia of the Young Citizen," which included educational materials from the "My Money Skills" website and the Financial Football game. Annually, 1.5 million teenagers in Russia receive their first identification document-a passport and an educational DVD gift, "Encyclopedia of the Young Citizen."
Increased internet access in Sub-Saharan Africa made online financial education a viable proposition and the "Africamoneyskills" website was launched to promote financial literacy and access to finance in Sub-Saharan Africa.
South Africa pioneered the use of road shows to communicate financial literacy messages to semi -literate and illiterate target audiences through edutainment: Actors put on a road show in places ranging from rural villages to universities, to teach audiences about budgeting, saving and access to finance in a fun and entertaining manner. The Banking Association South Africa and the Johannesburg Stock Exchange joined as partners in this program during the past year.
Road shows were performed at important national events such as the national launch of the "Teach Children to Save" campaign on Mandela Day and at the "National Youth Financial Literacy Day." Visa's contribution to financial literacy education was recognized through inclusion in the Teach Children to Save Honour Roll.
"Life stage" financial education information reached more than 100, 000 school learners with Financial Literacy insert in a nationally distributed study guide.
Visa launched a localized financial literacy program in partnership with the Government of Rwanda, consisting of:
- National road shows
- 12 episodes of a financial literacy radio drama series, followed by an mobile phone sms competition
- Taxi CD program: Using the radio drama mini-series and combining the episodes with the music of the most popular local Rwandan musicians, Visa produced a CD to distribute to taxi drivers so that they can play it in their vehicles. Visa licensed and paid for the Rwandan musicians' music – a first in Rwanda
- Localizing the Financial Football game and translating it into Kinyarwanda
Visa and the Financial Times combined forces to present the Visa-FT Financial Literacy Forum for opinion leaders in Sub-Saharan Africa.
Visa launched a Young Leaders program in 2011 to conduct qualitative research into attitudes and opinions about money management in Serbia and Bosnia. Partnering with leading universities and government agencies, the results were used to promote financial literacy to the media, financial institutions and the general public.
In Bosnia, Visa's financial education website, mojefinansije.ba, was launched by the Central Bank of Bosnia. The content includes advice and guidance on money management, explanations of key terms and resources aimed at helping people budget more responsibly.