Client
RCN Deposito Garantiestelsel
Services
Communication Campaign
Communication Strategy
Design
Media placement
Deliverable
Awareness Campaign for the Deposit Guarantee Scheme
Challenge
A lot of people in the Caribbean Netherlands are not aware that their money at banks is automatically protected. Since the beginning of 2025, the amount of money that is protected is higher. Profound was tasked with developing a campaign that informs everyone about the safety of their money.
At the same time, communicating about financial safety comes with a challenge. The current economic world might feel uncertain and unpredictable to some, causing messages about money protection to raise concerns or trigger unnecessary worry. The challenge was therefore to inform a diverse audience across multiple islands, languages and levels of financial literacy without causing alarm and focusing on trust and clarity.
Strategy
Because of the sensitive nature of financial communication, we decided to keep the message of this campaign calm and clear. Instead of creating an unnecessary sense of urgency, we chose a transparent tone to emphasize to people that they don’t have to worry about doing anything to keep their money safe.
To avoid confusion or unnecessary concern, the message was kept simple and consistent across all touchpoints. We translated a complex financial scheme into everyday, recognizable situations, making the message easy to understand for everyone. The core message was clear and universal: money in the bank is automatically protected. For everyone. “Your money. Protected.”
Execution
We created a wide range of assets: social media ads, explainer videos, display ads, billboards, and more. Profound’s online marketing team activated campaigns on Google and social media on Saba, St. Eustatius and Bonaire, focusing on both awareness and engagement. We also focused on offline engagement by creating ads for billboards, posters, and brochures.
Results
The campaign achieved strong visibility across Bonaire, St. Eustatius, and Saba through a well-balanced mix of online and offline channels. By maintaining a consistent message and calm tone throughout the campaign, the Deposit Guarantee Scheme became clearly recognizable to a broad audience.
The explainer videos, produced in Papiamentu, English and Dutch, still play a key role in making the information accessible and easy to understand. By breaking down a complex financial topic into clear and relatable explanations, the campaign helped increase understanding and reassurance among the public.
As a result, the campaign strengthened awareness and trust around the Deposit Guarantee Scheme, ensuring people across the Caribbean Netherlands understood one simple message: their money is protected.
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