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Annual Report 2013: From Access to Inclusion
This document presents an annual report of Women's World Banking, which works with their network and their clients to understand their financial needs, look for new market opportunities to meet those needs, develop tools and programs that support financial institutions to better serve low-income women, beta test financial products and services tailored to meet women's needs, and apply learning from beta tests to bring these products to scale.
- Makutano Junction - a weekly drama set in a typical Kenyan village that portrays relatable characters and storylines, worked with Women's World Banking on a storyline where a bank manager initiates the Nawiri Dada ("Sisters Achieve" in Swahili) campaign to get more women to save. Episodes covered basic financial education concepts.
- 138,000 women viewers opened accounts during the four- month campaign.
- Focus group participants consistently remembered the core lessons portrayed on the show, including the concepts that everyone is eligible to open a bank account, banks are the safest place to keep money, and banks encourage one to save.
- 38% of those who opened a Nawiri Dada (real life promotion by three banks timed with the program airing) account cited Makutano Junction as the primary reason, and 62% cited it as a secondary reason for visiting the bank.