The #SecureTheBag campaign aimed to:

• Test the efficacy of the strategies adopted to secure the participants’ participation in the programme.
• Test the extent to which young adults had successfully engaged with the learning content through the various platforms and which platforms were most efficient.

• Pre-Campaign Survey to gather specific information about the participants’ preferences, needs and challenges and to inform a pre-assessment of participants’ readiness.
• A series of webinars, (over 5-weeks) which can be accessed on the L+EARN educational website. (linking to https://www.asisa.org.za/foundation/programmes/l-earn/news-upcomingevents/past-webinar-events/)
• A closed Facebook group where young adults are encouraged to participate in discussions by sharing how L+EARN’s learnings has changed their lives.
• Interactive radio talk shows on regional radio stations – focusing on the financial education component of L+EARN, while increasing reach and to stimulate dialogue.
• An educational website www.lplusearn.org.za, where participants can access richer content, including the information about the programme.

The financial concepts this programme explores, include:

• Planning with money
• Savings and investments
• Building assets
• Debt and credit management
• Rights and recourse
• The value of money

Webinar series:

Reach

 The five webinars had a total reach of 466 (Cumulative number of participants who attended all the webinar sessions). Out of 466 participants who registered to participate on the webinar series, 230 were unique participants who attended the webinar session at least once or multiple times. 80% of the attendees stayed till the end of each webinar session.

Demographic information:

• 70% University Students; 9% TVET; 11% Professionals, 10% Unemployed
• 95% South African
• 75% Black;1% Indian/Asian; 22% Coloured; 2% White
• 62% Male 37% Female

Findings:

• Effective primary learning channel.
• Virtual approach ensured continued learning and engagement during COVID 19.
• High levels of engagement with learning content and absorption of knowledge.
• Participants demonstrated strong intentions to adopt positive financial behaviours
• Inconsistencies in attendance throughout webinar offering

Closed Facebook Group

Reach:

• 327 members
• 114 individual posts
• 328 comments made
• 1 876 reactions from participants

Findings:

• High levels of engagement with group participants. 114 individual posts, 328 comments made, 1876 reactions from participants
• Suitable secondary channel for engaging with participants, reinforcing messaging and learnings from webinars, and enabling discussion and engagement.
• High congruency between webinar participants and Facebook participants

Website

Reach

782 users, 1 120 sessions, 3.52 average pageviews per session, 49.63% bounce rate.

Findings

• High initial uptake of website channel but declined significantly over time.
• Reported importance of having access to supplementary information and material.
• Positive congruency between webinar participants and website users. Reported spikes in usage during YFM radio programming and Webinars.

Radio

Reach

948 800 listeners, 11 298 competition entries, 27 competition winners

Findings

• Significant target audience reach
• Good use of YFM social media engagement with listeners
• Limited success in driving participation across other channels
• Low congruency between webinar participation and radio listenership.