No. 990 - Reaching wide through small screens: the impact of a Banca d'Italia financial education TV campaign
This paper examines the impact of a joint financial education campaign promoted by Banca d'Italia and Rai and delivered through television and radio programmes. Using data from a survey designed to assess financial skills related to saving and investing, we analyse responses from approximately 1,000 participants divided into two groups: a treatment group that watched a video taken from the broadcasts on saving and investing, and a control group that watched a video on general topics.
On average, individuals in the treatment group scored 10 per cent higher on financial knowledge relating to saving and investing than those in the control group. The effect was more pronounced among women and among individuals with lower levels of financial literacy. The treatment group also showed greater interest in further exploring the topics covered and stronger awareness of the importance of diversifying their investments.
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17 December 2025
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