JDIC Phase I (2020): Bridging the Awareness-Understanding Gap
- Feb 9
- 3 min read
Updated: Feb 11
About JDIC
The Jamaica Deposit Insurance Corporation (JDIC) is a statutory body established to manage the Deposit Insurance Scheme (DIS), a vital pillar of Jamaica’s financial safety net. Its primary mandate is to protect depositors from losses in the event of a financial institution's failure. Losses are eligible for coverage up to a limit of JMD $1,200,000 per depositor, per insured financial institution as of 2022, though this amount was $600,000 at the time of this initial contract.
By insuring deposits at commercial banks, merchant banks, and building societies, JDIC fosters stability and confidence within the Jamaican financial landscape. For this mandate to be successful, it is critical that the Jamaican public, from local professionals to the diaspora, understands the provisions and benefits of this protection.
The problem
While JDIC enjoyed high brand recognition, it faced a significant awareness-knowledge gap. National surveys revealed a paradox: while 81% of the public was aware of the JDIC as an organization, only 47% understood the Deposit Insurance Scheme (DIS) itself.
Key challenges included:
The "Awareness-Knowledge" Gap: While 81% of respondents had heard of JDIC, only 47% were aware of the Deposit Insurance Scheme itself.
Lack of Functional Understanding: Approximately 66% of the public did not know if there was a limit on repayments, and only 33.2% could correctly identify the coverage ceiling.
Ineffective Traditional Reach: Most awareness came from traditional radio or TV, but 53.2% of those who saw these ads only recalled the tagline, failing to grasp the actual mechanics of deposit protection.
Limited Online Presence: The Corporation lacked a robust digital footprint to engage younger demographics and provide interactive educational resources.
The solution
This project marks the initial 12-month engagement in what has become a multi-year, dynamic partnership between Adtelligent and the JDIC.
Adtelligent implemented a multi-channel Digital Transformation and Public Education Strategy designed to move beyond taglines and deliver deep functional knowledge. Our methodology mirrored high-performance retail campaigns by treating financial literacy as a "must-have" consumer product.
Laser-Targeted Advertising: We deployed high-frequency campaigns across Facebook, Instagram, and Google Search & Display. Rather than broad-spectrum broadcasting, we used audience segmentation to target Jamaican adults (18-65+) and account holders with messaging tailored to their specific financial behaviours.
Video-First Education: We developed the "#JDIC Explained" video series: 15 short-form, high-impact educational content designed for social media consumption. This moved the needle from simple brand recall to a functional understanding of how the DIS works.
Interactive Engagement: We moved beyond passive posting by implementing Inbox Management, using standardised scripts to transform JDIC’s social pages into a two-way communication platform where audience members could receive real-time answers to complex questions about their coverage.
Digital Hub Development: We overhauled the JDIC website, focusing on UX/UI design that prioritised easy access to coverage calculators, FAQs, and simplified educational resources.
The results
The campaign averaged 124% goal achievement, exceeding targets and demonstrating how data-driven digital strategies can drive massive public engagement for financial regulators.
Metric | % Achievement |
Total Impressions | 140% |
Unique People Reached | 80% |
Video Views | 71% |
Website Link Clicks | 205% |
Audience Insights & Reach
High Engagement Demographics: The 25–44 age group dominated engagement, accounting for over 53% of all interactions. This group represents the core of Jamaica’s professional workforce and peer influencers.
Geographic Density: While St. Andrew and St. Catherine led in clicks (77% combined), the campaign successfully penetrated rural parishes, with significant engagement from St. James and St. Ann.
Community Growth: We gained over 1,300 new followers across social platforms, creating a permanent audience for future JDIC communications.
Our social media and digital media targeting strategy has been extremely effective, amplifying the message that 'Deposit Insurance is Everybody's Financial Safety Net.
