Launched in 2023, the Live Digital Campaign is a national public education initiative spearheaded by the Central Bank of The Bahamas in collaboration with the Clearing Banks Association, participating digital wallet providers, and local credit unions.
Over the past two years, the campaign has evolved into a nationwide movement, leveraging multimedia content, stakeholder partnerships and community engagement to drive adoption and awareness of digital financial services across The Bahamas.
LAUNCH AND AWARENESS
2024
EXPANSION AND OUTREACH
2025
ENGAGEMENT AND STORYTELLING
2026
SERVICES
PR & STRATEGIC COMMUNICATIONS
SOCIAL MEDIA MANAGEMENT
EVENTS & PRODUCTION
OBJECTIVES/GOALS
Key pillars of the campaign include:
• Public education through simplified, accessible financial messaging
• Stakeholder collaboration across financial institutions and private sector partners
• Community engagement via town halls and island-wide outreach
• Media integration spanning radio, television, print, and digital platforms
2024 | Launch & Awareness
A core part of the Live Digital Campaign has been its robust and intentional event strategy, designed to bring financial education directly to communities across The Bahamas. Rather than relying solely on traditional media, the campaign prioritized face-to-face engagement, ensuring that Bahamians could interact directly with financial service providers, ask questions, and sign up for digital solutions in real time.
Live Digital’s Tech and Innovation Expo, held on September 26, 2024, at the British Colonial Hotel, marked the official launch of the campaign. The event brought together key stakeholders, including Fidelity, Royal Bank, SunCash, Kanoo, MobileAssist, Bank of The Bahamas, Scotiabank, and SandDollar.
This event set the tone for the campaign, with a strong focus on raising awareness, educating the public, and fostering meaningful engagement around the wide range of digital payment solutions available to Bahamians.
2025 | Expansion & Outreach
The Live Digital Campaign entered 2025 with strong momentum, launching an expanded series of town halls across key islands, including Long Island, Abaco, Freeport, South Andros and South Eleuthera. Building in the success of the initial town halls in 2024, these sessions were marked by increased attendance, deeper community interaction, and stronger stakeholder participation.
The success of these town halls helped catalyze a wider phase of growth for the campaign throughout 2025 and 2026. This included the development and rollout of new, locally relevant content, strengthened partnerships with key organizations and increased opportunities for collaborative activations and public engagement.
2026 | Engagement & Storytelling
Along with the instructional content, the campaign also developed grassroots-style content featuring its ambassadors Carolyn Adderley and Chantel O’Brian. For this new content, we also included child models to reinforce the relatability and everyday aspect of making daily financial transactions.
These pieces focused on real-life, relatable scenarios, such as paying bills on the go, making everyday purchases and managing household expenses. By showcasing digital payment solutions in familiar contexts, the campaign was able to build trust through representation and demonstrate the practical benefits of going digital.
This storytelling approach ensured that the campaign resonated with the wider public.
