The FSA, in a joint initiative with the government (HM Treasury), seeks to deliver a national service providing consumers with access to unbiased financial advice. The programme, entitled, ‘Money Guidance’, is about equipping ‘financially vulnerable’ groups with the tools, knowledge and confidence to make better decisions about their finances.
Objectives
To raise awareness of the Money Guidance service amongst BME groups
To highlight Money Guidance’s role as a relevant & useful source of help and generally raise awareness of the programme, how to utilise it and where it can be accessed.
To leverage marketing in mass media channels to communicate one of the core values of the service that it is “for me”.
Strategy and Execution
The targeted groups for this project live in high-density pockets in the northwestern region of the UK. ‘Touch points’ have been established as local places of employment (such as cab offices and ethnic eateries), cultural and religious centres. Partnerships with south Asian cricket clubs, a television network and community centres have also been set up for message dissemination and to maximise exposure. Other actions include:
Foster community engagement by working with relevant and trusted intermediaries
Execute a far-reaching PR campaign through specific ethnic media channels
Seven ‘melas’ (south Asian fairs/gatherings) have been planned which will provide extensive opportunities to brand and circulate information about the project.
Results
The PR launch has been highly successful with coverage across various ethnic publications with prime focus on Bangladeshis and Pakistanis. The outreach activity is ongoing and evaluation measures have been installed to monitor the response for the ethnic audience.
Background 