Building financial literacy through ‘edutainment’ – Central Bank of Uzbekistan’s experience 

Dilbar Abduganieva, Director, Financial Literacy and Inclusion Department, Central Bank of Uzbekistan

Since 2019, the Central Bank of Uzbekistan (CBU) has been working to equip citizens with the knowledge and skills needed to ensure their financial security and financial well-being, especially in the context of rapid digital transformation and increased accessibility of financial services.  

Our financial literacy platforms and initiatives include our Finlit.uz website and social media, training programs in remote areas, educational projects in schools and universities, public awareness campaigns in the media, and volunteer-driven outreach efforts.  

Throughout, we’ve placed a particular focus on using edutainment — a blend of education and entertainment — to effectively engage diverse audiences. In this blog, I’ll explain how we do this.

Interactive Educational Platform

In 2023, in collaboration with VISA, we launched World of Finance, an interactive platform which provides a foundational course on financial literacy, covering topics such as financial less than an hour to complete and aims to instill essential financial skills in young learners.  

 The use of online platforms has transformed traditional educational methods. It allows me to explain critical topics more effectively and helps students to better absorb the principles of financial literacy.

— Mbehriniso Mukhsinova, Economics Teacher, School №7, Bukhara

Financial Literacy Radio Quiz

In 2022, the Central Bank launched its first interactive radio competition. Listeners could participate in live broadcasts by answering 10 true-or-false questions, with the chance to win limited edition bank cards and cash prizes. The card recipients received informational materials on the safe use of mobile banking and financial security.  

When we first launched this project, we were pleasantly surprised by the level of public interest. As we presented the quiz live on air, we found ourselves learning alongside our audience and sharing this newfound knowledge with friends and family, thereby becoming multipliers of financial literacy.

— Nozimaxon Nasirova, Presenter, Oriat Dono FM

Sitcom Series

Produced between 2021 and 2022, The Banker’s Neighborhood was Uzbekistan’s first sitcom focused on financial literacy. The series, comprising 90 episodes, aired weekly on local television and depicted a young banker (who has recently moved in to a new flat) helping his neighbors navigate challenges related to banking products and services. 

“People love TV series, and it’s especially beneficial when they convey important lessons. While we were filming, passers by would stop to listen to my character’s financial advice. Even now, long after the show aired, I still receive calls from friends seeking advice on financial matters, despite me not being a banker.”

— Dilniyoz Gafurov, actor

Music Video

In 2022, the Central Bank of Uzbekistan, in collaboration with the International Finance Corporation (IFC), produced a music video, Financial Mistakes. The video addresses the critical issue of safeguarding personal financial data, using real-life scenarios. Performed by popular youth singer Yorkinkhoja Umarov, the video garnered more than 2 million views shortly after its release, demonstrating its broad appeal and effectiveness as a public service message. 

 “They’ve taken the fight against scammers to the next level — with pop music! The song highlights the dangers of fraud involving plastic cards. It’s a clever, engaging way to teach people how to protect their financial information. I think it should be broadcast widely — maybe then we’d see fewer instances of card fraud.”

— Liliya Nikolenko, Consumer rights advocate and prominent blogger  

Conclusion: people learn well when they’re having fun 

For the Central Bank of Uzbekistan, edutainment has proven to be an effective and innovative approach for delivering financial literacy initiatives, providing a valuable complement to more traditional educational methods. 

By integrating edutainment into our broader financial literacy efforts, we are successfully combined engaging, accessible content with fundamental education, thereby fostering greater public understanding of key financial principles.