WHAT WE DID

• Creative Strategy
• Scriptwriting & Film Production
• Website Copy & Design
• PR Story Creation & Press Office
• Public Affairs
• Campaign Tracking & Analytics

THE PROBLEM

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.

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, whilst lobbying the UK Government to enshrine ‘The Banking Framework’ as law to ensure this.

POST OFFICE’S BOLDSPACE

Our strategy was to engage a far wider audience than the initial brief suggested, by showing the importance of cash in people’s real lives. The bold space of ‘Cash is a Lifeline’ was visually brought to life with iconic life-saver visuals showing the 6 different ways we identified cash critically helps people – saving, self, service, sustainability, survival, safety.

We found real people with real stories that demonstrated these needs. This was at the core of our campaign –  hard-hitting stories, beautifully captured and each proving the importance of cash in modern communities. We built an integrated strategy across national press, paid social and real-world activations. The KPIs included a quiz expressing how cash benefits everyone, and a bespoke system for visitors of the microsite to send a targeted, personalised letter to their MP in seconds.