Cash is a lifeline
BACKGROUND
In the UK, 8 million people rely on cash for their everyday lives. But the continual closing of banks on high streets meant all these people were set to be impacted. We needed to find a way that showcased the need for banks to provide access to cash deposits and withdrawals, free at the point of service, through Post Office branches.
HOW WE GOT THERE
We needed to land that this issue wasn’t trivial nor solely a government concern, but one affecting millions. Iconic ‘Save Our Cash’ installations were put up around cities. And we brought to life the stories of real people who would be directly impacted through a series of hard-hitting films. A combination of national press, paid social and real-world activations not only raised awareness, but helped to drive a change in legislation. It also gave us the momentum to credibly lobby the UK Government to enshrine The Banking Framework in law.
