Introducing a campaign that truly helps people– ‘Here to help with the cost of living’ for the Welsh Government. We teamed up with influencers to speak directly to those struggling with the cost of living across Wales. We wanted to make it easy for people to get the help they need, so we directed them to the free Advicelink Cymru helpline, providing free financial support and advice to those who need it most.
Our creative approach
Our creative approach was centred around making the campaign personal, using influencers to communicate the messages through channels that people regularly use. The TV hero film and digital hub films highlighted the importance of Advicelink Cymru, and we wanted to stress that support is available for everyone. Through our digital hub films, we targeted specific audiences, such as workers, parents, carers, and pensioners, providing tailored advice to those who needed it most.
What we did
We didn’t stop there – we wanted to make the campaign as accessible as possible, so we targeted our media into spaces where people may be triggered to think about the cost-of-living crisis, such as supermarkets, pharmacies, and buses.
We understand that not everyone may be eligible for financial support, but that doesn’t mean that help isn’t available to save money in other ways. That’s why we came up with energy and money-saving top tips visuals for our ‘squeezed middle campaign.’ This campaign is all about providing support to those who may be feeling the pinch and need a little extra help. With our creative approach, we wanted to show people that there are still ways to cut costs and make their money go further, even if they don’t qualify for financial assistance.
Results
The campaign was hugely successful and exceeded all targets, with 50% of respondents said they were more likely to check their entitlements after seeing the campaign in January and March’s Omnibus surveys and an additional £3,332,714 in benefits claimed! At SBW, we’re passionate about making a real difference in people’s lives, and this campaign truly encompasses our values.
