Overcoming barriers to debt advice
National Debtline is an impartial and expert debt adviser, and as part of the charity Money Advice Trust, its services are completely free for everyone.
With over 8 million adults in the UK in need of help, Money Advice Trust approached Red Stone to devise a multi-channel campaign for National Debtline, the Trust's phone service.
We’re here. For you.
As part of the discovery phase, we interviewed people from across the service and listened in to real-time calls, to hear people's experiences at first-hand. It became apparent that a perceived stigma and lack of clear information surrounding debt, was a barrier to people seeking the help.
We formed a brand proposition and narrative to help National Debtline articulate its offer, and better connect with people.
Put to the test
Campaign concepts were put into testing – asking people with experience of debt about proposed messaging, imagery and creative approaches. This helped us craft the execution, which is built around a visual expression of the start many calls to National Debtline.
The campaign launched across OOH, bus shelters and buses and social – running across Meta, Google Ads, Reddit, Facebook and Instagram – as well local radio.
In the first burst of the campaign, social adverts drove a 10% increase of calls to National Debtline. We are now planning the subsequent bursts with the client and media agency.