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Photo : PATRICK PITTON.

INTERVIEW : PATRICK PITTON, CHIEF EXECUTIVE OFFICER AND DIRECTOR OF BICIAB (see asterisk)

(asterisk) BNP Paribas subsidiary in Burkina Faso.
”CONTRIBUTING TO A BETTER UNDERSTANDING OF THE FINANCIAL SYSTEM IN BURKINA FASO”

Why implement a financial-education programme?

In an economy such as Burkina Faso’s, which is sustained by the informal sector and marked by high unemployment and household debt, we have a responsibility as a major financial player. We believe that we must contribute to a better understanding of the financial and banking system and provide the population with knowledge to help them better manage their income and thus improve their daily lives.

It is within this logic that BICIAB launched, as part of its CSR policy, a major financial-education campaign in order to raise awareness among as many people as possible of essential issues such as the usefulness of basic banking products and services, good bank-account management and the dangers of overindebtedness.

How did you implement this campaign?

From a practical point of view, it is based on the broadcast of five-minute slots at the start and end of radio programmes on Ouaga FM, which has the highest local audience. More specifically, 15 themes were developed by employees and broadcast four times a day from September to December 2014, i.e. 420 broadcasts in total. We had more than 3 million listeners per broadcast throughout the country.

The positive feedback of listeners, who were surprised by this non-commercial citizen initiative, encouraged us to translate the programmes already broadcast into the three most widely spoken languages: Mossi, Dyula and Fula.

MORE ABOUT… FINANCIAL EDUCATION

Over the last three years, more than 300,800 people have benefited from financial-education programmes designed and/or managed by the Group.

By broadcasting radio programmes on this subject, BICIAB has opened up an innovative and particularly effective learning mode.

INTERNATIONAL TENDER

SUPPORT FOR HUMAN RIGHTS

Since 2012 the Group has required that its suppliers and their subcontractors commit to a Social Responsibility and Environmental Charter. In 2014, for example, criteria relating to child labour or user security were added during a tender for promotional products. For these particularly sensitive purchases, the Group asked an independent body to assess the CSR performance of the 25 suppliers consulted and increased the weighting of this evaluation in the final decision.

€ 1 million REVENUE GENERATED IN FRANCE THROUGH THE PROTECTED WORK SECTOR IN 2014.