The National Social Security Fund (NSSF) would like to provide all its members effective social risk management solutions. Members should trust that the Fund delivers what it promises. The Fund has faced accusations that qualifying members are not paid their savings when they are due. It was also reported that most members use up all their savings within 48 months after payment.

The Fund developed a public tactical campaign that sought to show that:

• The Fund pays its qualifying members
• The Fund is growing a strong brand affinity
• The Fund disseminates financial literacy skills

This campaign was dubbed the “NSSF Friends with Benefits”. The strategy was to invite members who had received their benefits to show what they have been able to achieve. This campaign was carried out in three phases:

1. Call for entries
2. Production of a TV series for the campaign
3. Television airing

The post campaign survey showed that the level of our product and brand awareness increased from 63 to 75 per cent, and 82 per cent of the members interviewed said they would continue saving with the Fund even if there was an option to opt out.