Created in 2007, BDA is a distinctive bank specialized in supporting Angola's development. It is a public financial institution created under Decree 37/06 of July 2006, with the aim of supporting the country's sustained economic growth.

The institution is geared towards increasing national wealth, continuously improving the well-being of the population and building and consolidating the country's economy.

From this perspective, the BDA is a privileged instrument for financing the development of the national economy in the light of the government's Economic and Social Development Program and the National Long-Term Development Strategy.‍

Insight
From the first contacts with the Bank, it was clear that the institution and its work were little known by opinion makers and journalists and by the general public. It was necessary to raise awareness and communicate more about its strategic role in the sustainable development of the various sectors of our economy.

The challenge
2017 was a very challenging year for the BDA, caused by a major image crisis following a series of news reports about the possible technical bankruptcy of the institution, due to the high number of non-performing loans recorded. With a work and impact that was perceived more by the direct target: entrepreneurs, it was necessary to make the general public aware of the work that the Bank was doing. The communication actions developed were fundamental to publicizing the positive actions carried out by the Bank.

Strategy
In order to achieve this objective and to avoid the usual traditional advertising campaign, it was decided to give the Bank positive visibility through actions or journalistic content, and an integrated communication strategy was defined that reflected the Bank's broad strategy for fulfilling its mission: to boost Angola's integrated development.

The strategy, in the face of news about the loan portfolio, was to stimulate journalistic interest by showing, with figures and projects carried out, various success stories of entrepreneurs financed by the Bank who were contributing to Angola's development, creating jobs and income in the localities where they were based.The sample of inspiring projects focused on benchmark companies in the provinces of Kwanza Sul, Benguela and Huíla.

In addition, a business conference was held which brought together various stakeholders and marked the celebration of the Bank's 10th anniversary.  The conference was also marked by the presentation of the impact report, which documents the activities involved by the BDA in its 10 years of existence and mentions various successful projects in the business sector.

Some of the pieces developed:
- Creation of content that highlighted the Bank's contribution to diversification in the economy
- Documentary on highly successful projects
- Publication of news content and interviews in specialist newspapers

Implementation phases
- Publication of opinion articles and news in the media
- 10th anniversary event
- Publication of the 10-year anniversary book, which reports on success stories

Impact
Over time, there has been a reduction in negative news, the appearance of more positive content about the Bank and more awareness of the work it has been doing.

It also marked the beginning of a phase in which the institution communicated more about its mission and its contribution to Angola's development.

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