Government-backed Money Advice Service rolls out debut ad campaign

The Money Advice Service, a government-backed free information body, is rolling out a £4m campaign to drive up consumer awareness.

The service, which launched in April, is funded by a statutory levy on the UK banking industry. The aim is to better educate consumers on managing their short-term and long-term finances, as well as helping them to understand the UK financial system.

With an estimated 23 million consumers unaware of where to find free, impartial money advice, the aim of the campaign is to position The Money Advice Service as the country’s leading information portal. Advice will be offered through its website, plus a customer helpline and 90 advisors available for face-to-face meetings in 250 locations across the UK.

The TV ad, by DLKW Lowe, launches tomorrow (9 June) with a slot during ITV1's 'Emmerdale', with outdoor sites rolling out later in the month around London and Edinburgh. The animated creative, devised by illustrator Andrew Park, centres on the strapline "Helping you feel good about money".

TV ads will run for an initial four-week burst, with a second wave later in the year focusing on The Money Advice Service’s online Health Check facility, which attempts to provide customised advice for individual circumstances.

According to The Money Advice Service’s chairman Gerard Lemos, funding is "not an issue" for the body and it is prepared to spend further on advertising in the future if consumer awareness rates remain low.

Lemos said: "The Money Advice Service is the money-equivalent of a reliable sat-nav. We help people to see where they are now and then we help them get from A to B by the best route for them. Most importantly, our advice is free and unbiased and we won’t sell them anything."

DLKW Lowe was hired to the account in April, following a pitch overseen by the COI.

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