Financial Literacy

In 2011, Sberbank paid special attention to an important aspect of its social mission — improving financial literacy among the population. Throughout the year, the Bank implemented a system of measures including special projects and media campaigns aimed at improving financial literacy. Communications focused on educating current and potential customers about the features of modern banking products, their benefits and use. The main communication channels included the federal print media, popular web resources and radio programmes. This helped us reach the broadest audience possible to deliver the message about banking products. A total of ten information campaigns were implemented with each campaign reaching between 1 and 7.5 million people.

In 2011, we conducted a dedicated campaign to improve financial literacy among the young, making use of special communication channels best suited to the target audience

In 2011, we conducted a dedicated campaign to improve financial literacy among the young, making use of special communication channels best suited to the target audience. A special promotion called Sberbank Respect for Every Dream was carried out in the form of a game at 40 universities across the country. The overall number of contacts within the promotion reached 3.857 million.

A strategic area of Sberbank’s efforts to improve financial literacy is building effective feedback channels and maintaining customer dialogue. Reaching customers through the Internet and especially through social media is essential to achieving these objectives. Sberbank’s Bank of Friends groups on various social networks, as well as a range of training applications and game-based projects, including the Financial Navigator project, help customers receive timely professional advice on financial matters from the Bank’s experts. At the end of 2011, the overall number of subscribers to Bank of Friends groups exceeded 850,000, making Sberbank’s community the largest banking community on the Russian-language web.

In 2012, improving the financial literacy of Russian citizens will remain a priority for Sberbank. Activities will include federal media campaigns, special web-based projects using social networks and other specialised activities targeting various audiences.

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