A weak client communication strategy leads to low customer awareness of the offerings of rural CICO agents. As a result, the product uptake at these agent points remains low and hurts their incomes. MSC developed a client communication message focused on behavioral communication around small savings. We piloted the message in a rural area where APB had planned to expand its operations. The pilot results show that women who heard the audio clip saved 54 times more than women from similar geographies whom the message did not reach. This deck charts the journey of this pilot.

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