Indonesia: The Jakarta Stock
Exchange
Project Challenge: To
use improved communications to promote domestic investment
in the Jakarta Stock Exchange (JSX).
Spectrum Media helped the JSX create a new look and broad-based educational campaign
Strategy: We produced a multi-faceted campaign to increase awareness of JSX, including videos, television spots and programs, printed materials, and a new name and logo. When we took on the assignment, foreign investors owned 85% of the shares of the exchange, which was risky for the country. Within a few years, domestic investors owned 85% of the shares.
Tunisia: The Tunis
Stock Exchange
Project
Challenge: To design a program to promote the newly
restructured Tunis Stock Exchange in collaboration with
USAID and Coopers & Lybrand.
Strategy: Owners and managers of private corporations were ambivalent about the stock exchange's public disclosure requirements and many middle-class Tunisians who didn't understand how the stock market worked saw it as a casino. In light of these cultural barriers, we created a targeted series of brochures, videos, and seminars focused on the project's dual objectives: motivating Tunisians to use the Stock Exchange as an instrument to finance growth and encouraging investment in stocks and bonds.
West Indies: Eastern
Caribbean Securities Exchange
Project Challenge: To create a comprehensive
public awareness program for the Eastern Caribbean
Securities Exchange, a new regional stock market launched
by the eight island territories of the Eastern Caribbean
in October 2001.
Spectrum Media created educational literature as part of a campaign to show the economic benefits of investing in the stock exchange
Strategy: Using interviews and focus groups to identify sources of resistance along with areas of opportunity, we created a broad multimedia campaign to educate both the business community and the public about the economic benefits of participating in this new institution. Specifically, our program aimed to motivate business owners to use the exchange as a means of raising capital and to encourage the public to invest in regional enterprises.