Financial inclusion

Every Day Money programme

We continue our ‘Every Day Money’ programme within schools with ‘Development Garden’ as our facilitators and our own employee volunteers as table coaches.

The feedback from students when asked “How much do you understand of the money management challenges ahead” shifted from an average of 4.1 out of 10 to 8.2 as a result of the confidence that the programme has given them.

It’s about making informed choices. The purpose of the day is to give information to young people to allow them to make informed choices. It will explore what knowledge they currently have of money and everyday finances, where they get this information from (e.g. parents, teachers, advertising etc.) and will then, by using experiential learning, see how they can make informed choices when they have the correct information.

In Battle, Sussex the programme was delivered with parents as volunteers, learning with their child for the day.

Students feedback quotes from the day on what they learnt:-  

  • People don’t earn as much as you think
  • Learnt how we get taxed and where it all goes
  • Why it’s important to save
  • The shocking amount of money left after you’ve paid for essential

When the students were asked: “what is the best bit of advice they had about money?” and “who gave the best advice about money?” they said:

plan out all my spending so that I know how much money I have to spend and save”

from my best friend

if I want to have a lot of money I need to work hard and he said that if I want to have a lot of money I need to have more responsibility”

from my dad

if you have money, keep half of it on the side because you don’t know what you might want”

from my brother

use money wisely and don’t spend a lot and don’t buy things that you don’t need”

my mum has told me this several times

save money for a rainy day

by my Gran

We also delivered ‘Everyday Money the essential”. A 90 minute discussion with students on money aimed at 16-19 year olds. This was piloted in Brighton & Hove Sixth form college. A comment from a student on the session “was great help, I didn’t realise the scale of expenses”.

The ‘Rough Guide’ campaign

Summary

This nine-month campaign was aimed to help the ‘financially unconfident’ take control of their finances and to build meaningful relationships with a segment of consumers termed ‘the financially unconfident’.

Strategy

Our research gave us two areas of insight:

  1. Following the financial crisis, there was a need to build trust in financial services.  
  2. 46% of UK adults say that money is a personal matter that simply should not be talked about, despite the fact 87% of internet searches are looking for advice and information about money rather than specific financial products (the advice gap).

Our strategy was therefore:

  • Overcome the trust barrier by working with trusted partners to fill the ‘advice gap’;
  • Develop a digital-led campaign to reflect the importance of online media to our audience when buying financial products or seeking help.

Together we created the Rough Guides to Finance – a series of free eBooks authored by independent personal finance experts.

Each ebook was themed on a life stage which reflected the media’s agenda. Coverage analysis over a six-month period showed that life stages, such as starting a family, buying a property, retirement and work life account for a significant amount of national news coverage.

  • The eBooks were uploaded to all the popular stores, including Amazon where the first ebook went to #2 in the download chart for personal finance books.
  • We developed a dedicated hub on ‘Mail Online’ (This is How Money Works), providing editorial content based on each book’s theme. People were also encouraged to download the books through display ads.
  • The social media activity was supported by sponsored posts across Facebook, Twitter, YouTube and LinkedIn, specifically targeted at the financially unconfident.

Our activities

  • We worked with BritMums to host a ‘Twitter party’ to start conversations amongst influential parent bloggers. We reached 11 million people on Twitter.
  • We worked with money bloggers to share the ebooks with their own readers.
  • We sent a partner pack to over 50 organisations which gave them ready-made assets to share our campaign across their social channels, blogs and newsletters.

Measurement and evaluation

  • We achieved coverage in every national, 15 regional publications, 13 trade titles and 23 broadcast slots over 9 months
  • We had a social reach of 27.6m with 135k engagements and 4.5m impressions on the Mail Online hub
  • There were 53,000 visitors to the eBook microsite with 6k downloads of the eBooks

Our customers said:

The books will help me to make a decision and I now feel like I could talk to someone about a mortgage whereas before I didn’t.”

I’m very impressed. L&G give impartial, trustworthy advice which is hard to find.”

Target

Status

Reach and engage over 1 million people in the UK with financial education content.

Achieved