S2 EP7 - 70 Million Views: Driving Financial Literacy through Edutainment in Central Asia

Stories stick where statistics don't. In this episode, we head to Central Asia to explore what happens when financial literacy stops being a classroom exercise and starts becoming entertainment. Our guestsBuazhar Abdykadyrova is a master trainer at the National Bank of the Kyrgyz Republic. Recognising that institutional expertise has limits when it stays in a classroom, Buazhar built her social media presence across YouTube, Instagram, and Telegram — turning complex financial regulations into digestible 60-second videos. Arsen Imankulov is the founder of Salt LLC, working at the intersection of communications and behaviour change. The IFC-funded edutainment campaign spanning Kyrgyzstan and Tajikistan implemented together with Buazhar produced TV drama series, social experiment videos, TED-style live events, and targeted digital campaigns — ultimately reaching 5.8 million citizens with over 70 million views.In the episode, we discuss: Why traditional financial education strategies fall short, and why social and behaviour change communication (SBCC) principles are becoming essential for organisations serious about shifting financial behaviours — not just awareness.The strategic logic behind the campaign's multi-channel funnel — how social experiment videos at the top of the funnel generated curiosity and reach, feeding into longer-form TV dramas designed to embed financial behaviours into relatable everyday narratives.How social experiment videos work as an edutainment tool, what made them effective with Central Asian audiences, and the key lessons for anyone considering this format. How do you decide which financial behaviours belong at the centre of a drama storyline? Buazhar shares how the team shaped content narratives for the TV series — and what made certain stories land with audiences across Kyrgyzstan and Tajikistan. Running a campaign across two countries with distinct cultures, languages, and financial contexts meant far more than translating a script. The team shares what authentic localisation actually looks like in practice. The campaign didn't stop at reach. Arsen explains how TED-style live events with financial institutions physically present — with products on offer — bridged the gap between awareness and action. Plus: how the team ran a digital retargeting campaign using YouTube and Meta databases built through the social experiment videos, generating over 22,000 leads. Buazhar shares her experience using gamification as a financial literacy tool, and what she has learned about what makes people stop scrolling and actually engage with financial content on social media.The single most important takeaway from running SBCC campaigns at this scale...About Our SponsorWe are proud that CGAP is also the exclusive sponsor of Season 2! CGAP are a global partnership of 40+ development organisations working to advance the lives of people living in poverty through financial inclusion. Housed at the World Bank, its independent research and analysis is available to all as a global public good.Follow CGAP on LinkedIn or subscribe to its newsletter.Connect With UsDon't miss the remaining episodes of Series 2! Subscribe to Financial Inclusion Unlocked on Apple Podcasts, Spotify, or your favourite podcast app.Join the conversation on LinkedIn at Financial Inclusion Unlocked for video highlights, insights, and updates.Financial Inclusion Unlocked is produced by SIJ Media and your host is Jack Farren.