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Evaluación de la estrategia de educación financiera en medios masivos para fomentar el ahorro En tu cuenta cada peso cuenta. Informe final

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  • Susana Martínez-Restrepo

Abstract

Debido a la importancia de fomentar el ahorro en poblaciones de pobreza extrema y moderada (Sherraden et al., 2001), la Banca de Oportunidades (BDO) implementó una Campana de Educación Financiera denominada “En tu cuenta cada peso cuenta”. La intervención se presentó en 70 municipios priorizados, con comunidades de mujeres en pobreza o vulnerabilidad, participantes del Programa Más Familias en Acción (MFA). La Campana de educación financiera se realizó a través de la exposición masiva de medios, la cual buscaba brindar información para que la población senalada tomara decisiones financieras adecuadas e inteligentes, y adoptara una actitud proactiva en relación con el sistema financiero. Para ello, se utilizaron tres estrategias: 1) Cine al parque: presentación en una plaza central de una película de educación financiera con “La Gorda Fabiola”. 2) Envío de mensajes de texto sobre diferentes temas de educación financiera. 3) Materiales gráficos (afiches o carteles) en los corresponsales bancarios, con mensajes sobre educación financiera, brindando consejos sobre el ahorro y el manejo de deudas. A partir de la base de datos del Call Center del Departamento de Prosperidad Social (DPS), datos administrativos del SISBEN, de MFA, y la base de datos entregada por la Superintendencia Financiera de Colombia, se llevó a cabo una evaluación de impacto de dichas estrategias, con metodología semi-experimental, usando las técnicas econométricas de Propensity Score Matching, Diferencias en Diferencias y Tests de diferencia de medias. Se buscó así comparar diferentes variables entre el grupo de mujeres tratadas y un grupo seleccionado de mujeres no tratadas, antes y después de la intervención. Los principales resultados indicaron que los materiales gráficos en las corresponsales bancarias y el envío de mensajes de texto tuvieron un impacto muy bajo o casi nulo sobre la percepción y el comportamiento de ahorro de las mujeres. Por otro lado, la estrategia de Cine al parque evidenció un impacto mucho mayor, especialmente sobre la percepción del ahorro entre la población seleccionada. .

Suggested Citation

  • Susana Martínez-Restrepo, 2017. "Evaluación de la estrategia de educación financiera en medios masivos para fomentar el ahorro En tu cuenta cada peso cuenta. Informe final," Informes de Investigación 15823, Fedesarrollo.
    • Handle: RePEc:col:000124:015823
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    References listed on IDEAS

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    More about this item

    Keywords

    Evaluación de Impacto; Educación Financiera; Ahorros; Pobreza; Prácticas de Ahorro; Servicios Financieros; Mujeres; Reducción de la Pobreza; Política Pública; Más Familias en Acción; Colombia;
    All these keywords.

    JEL classification:

    • I38 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty - - - Government Programs; Provision and Effects of Welfare Programs
    • D14 - Microeconomics - - Household Behavior - - - Household Saving; Personal Finance

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