+ Cash Quizzes Completed
0
+ Forms Submitted to Local MP's
0
+ Articles in the Media
0
+ User Engagements on the Website
0
This is up there with the best content and campaign anyone has ever produced for the Post Office. It has set the bar.
KENNETH PRITCHARD, HEAD OF PARLIAMENTARY AFFAIRS
Post Office
Rousing the public to change legislation and protect millions
Background
Post Office needed to raise public awareness about the continual closing of high street banks and the impact on access to cash for millions. In the UK, 8 million people rely on cash for their everyday lives, but many more will be affected in the future. Boldspace was tasked with creating a campaign that showcased the need for banks to provide access to cash withdrawal, free at the point of service through Post Office branches. Meanwhile, we lobbied the UK Government to enshrine The Banking Framework as law.
Idea
Our strategy was to engage a far wider audience than the initial brief suggested by showing the importance of cash in people’s daily lives. We showed that this issue wasn’t a trivial matter nor solely the concern of government, but one that affected many lives from those who were directly vulnerable, to broader Middle England.
The bold space of ‘Cash is a Lifeline’ was visually brought to life with iconic life-saver visuals showing the 6 different ways cash helped people: saving, self, service, sustainability, survival, and safety.
We then identified real people and their authentic stories to illustrated those needs. This was at the core of our campaign – real hard-hitting stories, beautifully captured and each building an argument about the importance of cash in modern communities. We built an integrated strategy across national press, paid social and real-world activations.
Impact
An integrated communications campaign drove more than 2,000 pieces of media coverage, 3 million views of the films, 55 million Twitter impressions and much more – leading to more than 10,000 letters being sent to MPs through our campaign hub.
The Banking Framework was renewed, and the Government announced legislation to secure access to cash in law.
