Jeanette Kwok

HKSFL Secretary

30 November 2016

Update on Money Month 2017Hong Kong’s inaugural territory-wide financial awareness and engagement campaign

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Background

Objectives� Public: To raise greater awareness and usage of financial education

initiatives and resources

� Stakeholders: To enhance reach and impact of financial education initiatives; and share best practices

Vision � To promote Hong Kong as a city that values financial well-being and

to raise financial literacy in Hong Kong

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Theme

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Major initiatives coordinated by HKSFL Secretariat

� Public education campaign (from mid-Jan to Mar) across consumer touchpoints and stakeholder channels with money learning tips and sharing, ambassador advocacy, www.moneymonth.hk website (launched on 30 Nov) and posters/leaflets

� Money Learning Directory - a one-stop resource guide to all financial literacy initiatives (launched on 30 Nov)

� Launch ceremony cum weekend education fair (18-19 Feb), supported by Ambassadors and Supporting Organisations

� Teacher Award for Business and Financial Education (award presentation on 18 Feb)

� Financial Literacy Forum (10 Mar) attended by local and international practitioners to discuss issues and best practices

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Advertising eg newspapers, buses, MTR panels, digital and social media

Ambassador and celebrity advocacy

Community and PR outreach eg promo via shopping mall, district offices and community centres

Media outreach eg press briefing, press release, media interviews, news features

Supporting Organisations’ channels eg websites, newsletters, social media platforms, centres and branches, committee meetings

Promo via The Chin Family platforms eg website, Facebook

www.moneymonth.hk eg money learning directory, money tips and sharing, ambassador advocacy resource centre, education fair, etc

Communications and touchpoints

Free promotional collaterals for distribution and download eg A3 posters, A5 leaflets, calendar card and web banners

Launch Ceremony

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Launch Ceremony 18 February (Saturday)

Time Activities

13.00 Hong Kong Money Month – Launch Ceremony

• Money Month Video

• Welcome remarks by TC Chan, Chairman of HKSFL Steering Committee

• Keynote address by Professor KC Chan, Secretary for Financial Services and the Treasury

• Ceremonial act by Professor KC Chan and HKSFL Steering Committee Members followed by photos with Ambassadors [On Stage] and all Supporting Organisations [Off stage]

• Teachers Award for Business and Financial Education prize presentation

14.00 Education Fair starts; Game booths open

• Professor KC Chan and other VIPs to visit booths and off-stage

Money Month Education Fair (18 - 19 Feb)

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Education Fair (Overview)

On-stage activities

Launch ceremony officiated by Secretary for Financial Services and the Treasury, HKSFL Steering Committee Members and Ambassadors

Prize presentation for Teacher Award

Money talk for grassroots

Money talk for youth

Money talk for family

Money talk for elderly with fraud prevention tips

Investment Talks 2017 (18-19 Feb)

� 20+ booths and 2-day onstage activities providing experiential learning and fun engagement

� Supported by ambassadors, supporting organisations and celebrities with performances, talks and sharing

� Audience recruited and brought by Supporting Organisations for financial literacy learning

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Education Fair (Overview)

Money Month Booth

Money Learning Directory

I Pledge [financial goal] Instant photo zone

Money Master Challenge

Video showcases (Money Month Video, Ambassadorvideos, teachers’ winning stories or interviews)

Education booth exhibitors

Bank of East Asia Citi Hong Kong

Bank of China Tung Wah Group of Hospitals Healthy Budgeting Family Debt Counselling Centre

Caritas Debt Counselling and Financial Capability Service Enrich Personal Development Limited

Fidelity International Financial Dispute Resolution Centre

Hong Kong Family Welfare Society Hong Kong Mortgage Corp Limited

Mandatory Provident Fund Schemes Authority Po Leung Kuk

Visa St James' Settlement

The Hong Kong Federation of Insurers The Chin Family

Principal Hong Kong The Hong Kong Federation of Youth Groups

Vocational Training Council

� Money Month Booth and education booth by Supporting Organsations

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Education Fair Programme Rundown (Day 1)Time Activities

HKSFL Ambassador Chan Wing Luk promoting Money Month at Commercial Radio Hong Kong (live programme)

13.00 Hong Kong Money Month Launch Ceremony

14.00 Education Fair starts; game booths open • Professor KC Chan and other VIPs to visit booths

15.00 Investment Talk 2017• 2017 macro market trends and developments, will the Rooster meet the bull or bear?• Outlook for different asset class performance (equities, fixed income, gold, forex and RMB)• Good asset allocation especially during times of uncertainty, dos and don’ts for investors• Quiz on good asset allocation to enter lucky draw for 5 financial planning consultation sessionsSpeakers1) Chan Wing Luk, HKSFL Ambassador2) Dr Billy Mak, HKSFL Steering Committee Member 3) Mr Ben Luk, Asia Securities Industry and Financial Markets Association (HKSFL Supporting Organisation)Moderator: Siu Sai Wo, Member, Awareness-raising Sub-committeeAudience recruited by Sing Tao News Corp and The Chin Family Facebook

16.20/25 The Chin Family Mascot Dance on Stage

16.30 Money Talk for grassroots• Money management concepts (misconception eg有財才可「理」), knowledge and challenges of grassroots• Experience sharing and tips from celebrity and a grassroots family• Money management tip sharing and access to community support and financial education resources• Interaction with onsite audience with Q&A games with prizesSpeakers1) Christine Fang, HKSFL Ambassador, Steering Committee Member2) Keith Wong, Hong Kong Council of Social Service (HKSFL Supporting Organisation)3) Representative from a grassroots family (HKSFL Supporting Organisation)4) Celebrity to share his personal story of living paycheck to paycheck before his success today, followed by singing

performance

18.30 Game booths close; gift redemption counters remain open

19.00 End of Education Fair – Day 1

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Education Fair Programme Rundown (Day 2)Time Activities

HKSFL Steering Committee Member Dr Billy Mak promoting Money Month in Metro Radio (pre-recorded programme)

12.00 Game booth opens

12.30 Investment Talk: Longer-term financial and investment planning• Importance of having a plan. How to achieve your life goals through good financial planning• Know your strategy and investment instruments: ETF, mutual funds, MPF and default investment strategy• Insurance to protect your assets• Plan for retirement• Quiz on good financial planning to enter lucky draw for 5 financial planning consultation sessionsSpeakers1) Paul Pong, Chairman of Institute of Financial Planners Hong Kong (HKSFL Supporting Organisation)2) Lawrence Tse, Hong Kong Investment Funds Association (HKSFL Supporting Organisation)3) Anny Choi, Investor Education Centre (HKSFL Supporting Organisation)Moderator: Siu Sai Wo, Member, Awareness-raising Sub-committeeAudience recruited by Sing Tao News Corp and The Chin Family Facebook

14.00 Money talk for youth • Money management knowledge, attitudes and behaviour (eg younger generation weaker in long-term financial planning and

debt management) as well as challenges (arising from making various financial decisions eg MPF, insurance, starting business or holding multiple careers, life-stage planning)

• Experience sharing and tips from celebrity and a tertiary student cum young entrepreneur • Money management tip sharing and access to community support (eg youth entrepreneurship), and financial education

resources• Interaction with onsite audience with Q&A games with prizesSpeakers1) Shelley Lee, HKSFL Ambassador, Director of The Dragon Foundation2) Viola Lam, HKSFL Ambassador, Hong Kong General Chambers of Young Entrepreneurs3) A tertiary student4) A young leader5) Celebrity to share experiences with singing performance

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Education Fair Programme Rundown (Day 2)Time Activities

15.15 Money talk for family• A group of 4 – 5 primary school children to raise questions and challenge HKSFL Ambassador Ryan Lau on family budget and

financial planning matters.• Ryan Lau takes off a month-long money management challenge posed by smart kids• Ryan’s sharing on family financial planning• Children’s Drama Performance

16.30 The Chin Family Mascot Dance on Stage

16.45/ 17.00

Money talk for elderly• Topical scams, cases, prevention tactics and tips, statistics• Money management challenges and support, survey insights (A survey in collaboration with Senior Police Call is being

conducted)• Experience and tips sharing by HKSFL Ambassadors Carrie Chui and Sanco Sze• Interaction with onsite audience with Q&A games with prizesSpeakers1) Davis Chow, Commercial Crime Bureau, Hong Kong Police Force (HKSFL Supporting Organisation)2) Anny Choi, Investor Education Centre (HKSFL Supporting Organisation)3) Carrie Chui, HKSFL Ambassador4) Sanco Sze, HKSFL Ambassador

17.45 Game booths close; gift redemption counters remain open

18.00 End of Education Fair – Day 2

Education Fair at Plaza Hollywood, Diamond Hill

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Money Month Booth

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Money Month Booth (Overview)

Ao: Hong Kong Money Month and HKSFL including ambassadors and video showcase

Ai: Teacher Award for Business and Financial Education –

Winner Showcase

Aii

Ai

Bii

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Bo and Aii: Money Learning Directory Game Zone

Bi and Bii: I Pledge [financial goal] Instant Photo Zone

with iPad and instant photo printer. Money Month props

will be provided

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Money Month Booth: Money Learning Directory Game Zone

Sample question on retirementWhere can I find a retirement financial planning calculator?Answers:A. XXX (eg name of supporting organisation)B. XXXC. XXX

� A dartboard to show the topics covered in the Money Learning Directory. Participants will be handed darts and asked aquestion related to the topic they hit with the dart

� Win prize if participants answer question correctly.

� Money Learning Directory website link and QR code will be made available at the backdrop to facilitate access

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� After experiential learning via onstage activities and education booths, participants can make pledges to improve their financial well-being

� Pre-set pledge options on money management for various segments will be provided

� Photo prints are available and photo file can be retrieved by scanning the QR code for download to enable email/Facebook sharing

Sample Photo Layout only

Money Month Booth: I Pledge [financial goal] Instant Photo Zone

我的理財承諾: 精明消費

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Money Master Challenge

� Participants will be rewarded prizes if visit 6 exhibition booths (4 exhibitors’ booths + Money Month booth + The Chin Family booth) to encourage diverse learning and bring traffic to exhibitors

Design layout TBC

Ambassador Advocacy

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HKSFL Ambassador Advocacy

Dick Lee

Healthy retirement living 20 Jan (video): Budget-friendly and healthy recipe challenge on social media (in collaboration with financial literacy ambassadors of The Family Planning Association)28 Feb: Share retirement tips to Senior Police Call Members (+400)

Ryan Lau Moses Hsiao

Family financial planning19 Feb: Sharing with smart kids from financial literacy programmes of Supporting Organisations at education fair19 Feb – 18 Mar (video): Take a month-long money management challenge and share insights in social media

Financial literacy teaching and learning

6 Feb (video) Experiment “new” way of teaching and learning financial literacy (beyond classroom), focusing on interactivity, students’ attitudes, integration of financial education into daily life

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HKSFL Ambassador Advocacy

Youth entrepreneurship and parenting

19 Feb: Sharing with youth at education fairFeb-Mar: Organise free workshops for parents to teach kids about money Feb -Mar: Organise talk with General Chambers of Young Entrepreneurs to teach youth on starting a business

Viola Lam

Financial literacy and entrepreneurship among youth19 Feb: Sharing with youth at education fairFeb – Mar: Organise a talk with Federation of Women

Shelley Lee

Education needs for grassroots

19 Feb: Moderate a discussion cum sharing session covering issues faced, support required

and smart tips

Christine Fang

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HKSFL Ambassador Advocacy

Bruno Lee

Financial education in workplaceFrom Nov~: Motivate employers, industry associations and human resources professionals to promote financial wellbeing of their employees and provide learning opportunities

Chan Wing Luk

Scam prevention and financial planning (Elderly)

From Feb: Share survey findings on elderly money management, fraud and scam prevention tips

19 Feb: Sharing at education fair 28 Feb: Sharing at SPC

programme

Chui Yuk Ha & Sze Kwok Hin

Investors18 Feb: Guest speaker for Investment Talk 2017 session at education fairFeb-Mar: Promote Money Month in mass media and his programmes/blogs

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HKSFL Ambassador Advocacy

Chan Tze Ching

HKSFL and Money MonthSpokesperson

From 16 Jan: Press launch of Money Month campaign and media interviews

David Kneebone

Financial education Advocate benefits of financial education

and provide insights and share best practices in HK and overseas

16 Jan: Press launch of Money Month campaign

Evaluation

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Indicators of success

� Increase in the number of financial education initiatives offered and organisations involved

� Increased percentage of people agreeing that financial education is important

� Increased percentage of people who feel comfortable talking openly about money matters

� Reach and engagement statistics from education campaign, Money Month communications platforms as well as stakeholders’

� Survey and feedback from general public, stakeholders, media and supporting organisations

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Stakeholder support to Money Month

Supporting Organisations

Promote Money Month

(website, community

centres, bank outlets,

employees, programmes)

Organise own activities

(employees, members,

public)

Support education campaign

Encourage members to join HKSFL

Bring their staff,

customers, service

targets to education

fair

Provide incentives

Share & upload

initiatives in Money

Learning Directory

Distribute posters and collaterals in organisation

outlets

Support education fair (hold booths, conduct talks, performance)

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HKSFL Supporting Organisations

*As of 30 November 2016

93*Supporting

Organisations

Business sectors

NGO/ Community

organisations

Industry associations

and professional

bodies

Media

Government, statutory and Public bodies

Schools and education providers