As a follow up to the introduction of an SAP for business registration, MPDF helped develop a communication campaign targeted at Bac Ninh’s approximately 54,000 informal household enterprises located primarily in craft villages, highlighting the changes and benefits for businesses in joining the formal economy. The team started by conducting a household survey to try and understand why some businesses choose to formalize and why others are prevented from doing so, and to explore possible ways for change. Sixty-six percent of respondents said they had no intention to formalize their businesses, due to (mis)perceptions on the relative costs and benefits of a registered business.
Drawing from the survey findings, the team developed a slogan and messages and then worked with a variety of media sources to increase outreach and impact, including roadshows to selected villages, TV talkshows, radio, leaflets and guide booklets. Roadshows were intentionally scheduled on weekends in order to encourage household participation and minimize interruption with business hours. Turnout was extremely encouraging, with many business owners using the opportunity to speak to government representatives and experts about challenges and expectations for a registered business, and ways their business could grow if part of the formal economy.
Feedback has been positive: approximately one-third of those who said they had no intention to register prior to attending a roadshow event changed their mind and intended to register within six to 12 months through the new SAP. The campaign was also positively viewed in the press, which regarded it as a great example of how the government should do PR with the public.
MPDF is now in discussion with ASMED about a national registration campaign to promote business start-up and formalization, to be launched later this year.
