RFP/T4SDG/2410/57 Development of media & advocacy campaign on financial literacy

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Introduction

Development of media and advocacy campaign on financial literacy .

The Central Bank of Sri Lanka (CBSL) launched the country’s first ever Financial Literacy Roadmap for Sri Lanka (the roadmap) as a project under the National Financial Inclusion Strategy (NFIS). The National Financial Inclusion Secretariat established at the Regional Development Department (RDD) of the CBSL steers the NFIS and is also responsible for implementing the roadmap. The roadmap consists of an action plan to be implemented from 2024 to 2028 with the objective of improving the financial behavior of Sri Lankans. The roadmap has been developed with the participation of nearly 40 stakeholders including financial sector regulators, ministries and other public and private sector institutions.

UNDP Sri Lanka at the request of CBSL, is rolling out its support to RDD to ensure the effective implementation of the roadmap. This entails supporting the RDD to develop a media and communications strategy including a national level branding and advocacy campaign targeting the youth, women, SME groups - the main target audience of the roadmap. As a first step, during the launch of the said Roadmap, UNDP supported the design of a financial literacy mascot – Mr. BeeWise – the Sri Lankan Financial Literacy Expert, who will be featured in the future branding of the financial literacy communications campaign as well.


 Objective;

The broader objective of this assignment is to design, conceptualize, execute, and monitor an awareness raising and advocacy campaign on financial literacy based on the content of the Financial Literacy Roadmap.

 Please refer to the TOR for details.

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UNDP Sri Lanka


Procurement Unit

Documents :

Negotiation Document(s) (Before Accessing other negotiations Document(s), please click on this link)