Post Office
Ensuring access to cash for consumers across the UK.
Background
In the UK, 8 million people depend on cash daily. However, bank closures on high streets threatened their access. We needed to demonstrate the importance of banks partnering with Post Office branches to offer free cash deposits and withdrawals.
Objectives
Our objectives were to raise awareness of the importance of access to cash, the people that rely on it, and the Post Office’s role, drive engagement with the campaign, deliver measurable understanding of the issue, and demonstrate positive sentiment towards the Post Office around its role in cash provision.
Our approach
We conveyed that this issue affected millions. Iconic 'Save Our Cash' installations appeared in cities, and we shared impactful films about real people's stories. Press, paid social and real-world activations raised awareness and influenced stakeholders. This momentum allowed us to effectively enshrine The Banking Framework into law.
Films
Six films told the real stories of people who were to be impacted.
Experiential
Installations around cities highlighted the challenges and made the plight visible in high footfall areas.
Digital
We built a microsite that featured an interactive quiz aimed at informing our audience about the mutual advantages of cash for both themselves and the people they depend on most. Additionally, we implemented a feature that streamlined the process of generating personalised letters to their Member of Parliament, addressing these specific concerns.
Media relations
We executed an always-on media relations campaign over a year, building on consumer insight and Post Office data, to supplement key campaign moments that were also activated through the media.
Stakeholder engagement
We engaged key stakeholders, from civil society groups and charities to the Government and Opposition policymakers, with briefing papers and a meeting programme. We also held a nationwide ‘Save Our Cash Day’ on which local politicians were invited to their Post Office to show their support for the campaign.
Analytics
We tracked all of our activity through BoldLens, leading to real-time optimisation of our activity and ongoing measurement of our activity against KPIs.
Impact & Results
This fully integrated campaign resulted in more than 10k letters being sent to MPs and led to a change in legislation to enshrine the Banking Framework in law that would protect access to cash for millions of people.
'This has been the most truly integrated, data-led and impactful campaign we have ever delivered. With everything tracked in such an accessible and insightful way, across all channels we were using, we had ongoing access to data and live reporting in a way we had not experienced previously, telling us things we would never have known and enabling us to demonstrate campaign effectiveness like never before. This campaign has set the benchmark for our campaigning going forward.'
Kenneth Pritchard
Head of Parliamentary Affairs