SavvyMiners

Abstract

SavvyMiners is a communication campaign with the goal of encouraging local investors aged 18-30 to adopt proper investment information-seeking behaviours, in turn facilitating them to make more informed investment decisions. This comes at a time when 63% of these young adults are not on track to achieve their investment goals amidst a bleak, post-pandemic economy, which can hamper their financial and emotional wellbeing. The campaign defined three components as part of the overall investment information-seeking behaviour. They include: acquisition of relevant investment information, evaluation of investment information credibility, and objective processing of investment information. With reference to the Health Belief Model, SavvyMiners sought to improve the target audience’s knowledge, attitudes and self-efficacy levels to drive behavioural change. This was done through informative social media posts, content collaboration with investment experts and interactive online challenges surrounding investment information-seeking behaviour. Over a 13-week duration, the campaign has successfully boosted a 8% rise in intention and 15% rise in adoption of investment information-seeking behaviour among the target audience.