This study evaluated the communication strategies of the CBN SabiMoni program and their effectiveness in promoting financial inclusion among various audience segments in Abuja. Recognizing the critical role of financial literacy in economic empowerment, the research aimed to address misconceptions regarding the program's target demographics and identify barriers that hindered its outreach. Theoretical frameworks, including Elaboration Likelihood Model, Audience Reception Theory and Social Judgment Theory, guided the analysis of audience perceptions and responses to the program's messaging. The methodology employed key informant interviews with a civil servant, a student, and a business owner, allowing for a comprehensive understanding of their experiences with the SabiMoni initiatives. Findings revealed a broad perception of the program's communication tactics, with respondents acknowledging improvements in financial literacy while highlighting gaps in addressing the unique needs of public sector workers. The effectiveness of communication channels varied, as students preferred digital outreach, whereas civil servants favored traditional methods. Based on the findings, the study recommended enhancing targeted messaging to resonate with diverse audience segments, implementing continuous evaluation processes for adaptive strategies, and fostering partnerships with local organizations to extend outreach efforts. By adopting these recommendations, the CBN SabiMoni program could improve its impact on financial literacy and inclusion in Abuja, ensuring broader access to financial services across all community demographics.
Vol. 4, No 1, pp. 18-25.