South Africa’s national treasury has launched a radio drama, being syndicated to community radio stations across the country, to encourage people to save, advise them how to do it and plan their financial future.
“Our client, the National Treasury, wanted us to help encourage the South African public – young and old – to take saving seriously and to consider the RSA Retail Savings Bonds as an optional saving vehicle,” said Busi Ntuli, managing director of Busi Ntuli Communications.
“National Treasury has since 2004 used traditional means of advertising to create awareness of the importance of saving and to promote the RSA Retail Savings Bonds. We felt that the lack of a savings culture in South Africa required a mindset change, which traditional advertising was failing to effectively communicate”.
The radio drama is called Savings Matters, and it combines drama, storytelling and talk radio to teach and explain various themes around the topic of saving. It was conceptualised and produced by Johannesburg-based BNC.
Mooi Gogo, who owns a string of bakeries across Soweto, is the main character. She is highly respected by the community for her humble beginnings, her business acumen and her passion for teaching anyone who cares to listen about the importance of saving, as well as life skills related to money and financial matters in general. Ntuli describes Mooi Gogo as a “no nonsense, straight talker, who preaches the importance of saving to all South Africans. She tackles different themes that resonate with every South African, ranging from teaching children how to save, saving for retirement, saving for education, effective stokvels, the dangers of loan sharks and many other related financial topics.
The 10-minute Mooi Gogo slot is followed by a talk show hosted by well-known South African actor and producer, Tumisho Masha.
Mooi Gogo also has a Facebook page, which is an extension of the radio drama, she gives advice vai Twitter too, @SavingMatters.
“With its sound financial system, South Africa offers a wide variety of savings opportunities for its people. Unfortunately, in South Africa, the rate of private savings by households needs improving. Not having enough money usually results in most people feeling helpless and in turn leaves them vulnerable to unplanned or unexpected events. It is exactly these people that we are hoping to reach with the help of Mooi Gogo and her friends at the RSA Retail Savings Bonds,” Ntuli says.
