FH25 - OTP Self-Care Index
The challenge
The issue of self-care has long receded into the background in Hungary, as we are talking about a complex, abstract concept, which was associated with negative experiences for many around 2011, the “reform” of the private pension fund. However, financial awareness and long-term planning are becoming increasingly important. In 2011, together with OTP Bank, our goal was to:
1.Make the self-care attitude of the population measurable
2. Educate the public on the importance of financial awareness,
3. In the long term, we also position OTP Bank as an authoritative expert on the subject.
The question is: how to start a real social discourse from a research?
The solution - from data to story, from research to dialogue, we turn numbers into stories.
The OTP Self-Care Index has become an annual, representative research-based platform that not only communicates data, but also interprets it. During the communication, we broke down the research results into understandable insights, placed the topic in a current social and economic context, strengthened the credibility with expert speeches and media partnerships and ensured visibility through continuous press communication. Every year the campaign received new focuses - saving for retirement purposes. from preparing for unexpected life situations — so it can operate not as a one-time activity, but as a building, long-term communication platform for nearly 15 years now, supported by the financial institution communication of many of its services. Thus, among other things, we learned not only about self-care for retirement purposes, but also found out where Hungarians hide their cash kept at home, or whether 2/3 is enough for them (i.e. when retiring).
The result
Over the years, the OTP Self-Care Index has: - it has become a regular reference base in the domestic economic and lifestyle media, - Generated thousands of publications over the years, and significantly contributed to the inclusion of the topic of self-care in the public discourse. The campaign not only built visibility, but also trust: OTP Bank talked about the same important topic year after year, with new perspectives and fresh data. Campaigns based on the Insights of the Self-Care Index have won awards such as the European Excellence Award, the Sabre Award, Stevie Award, or Prism or Effie Award. For us, this project shows that communication can not only generate attention, but also shape thinking - especially when a brand consistently represents a cause that really matters in people's lives over the long term.
