Yorkshire Building Society and Rostrum have been shortlisted for Consumer PR Campaign of the Year in the 2022 PRmoment Awards for their work on Building Britain’s Financial Resilience.
Helping to make real life happen is at the heart of the Yorkshire Building Society’s brand promise, supporting people from across the UK when it comes to better understanding and building their financial resilience. Following the impact that Covid and the cost of living crises have had on the finances of households up and down the country, the goal of achieving financial resilience is more important now than ever before.
In 2021, Rostrum was able to bring this issue to life by delivering an end-to-end campaign for Yorkshire Building Society entitled The Nation’s Nest Egg. In collaboration with YBS, Rostrum created the report concept, commissioning research and fieldwork through The Centre for Economics and Business Research (Cebr) before producing the content and designing the research report and executing the media sell-in.
The campaign uncovered that consumers are currently facing a £371 billion savings shortfall when it comes to feeling confident in their ability to withstand a financial shock. Despite Covid-19 restrictions helping some people to increase their stock of savings, UK adults require a nest egg of £17,465 to feel financially secure with the average Brit needing an additional £7,220 to reach this goal.
Campaign highlights included coverage in BBC News, which included a backlink to YBS’s savings tips page, as well as the campaign being discussed on Lisa Aziz’s LBC News breakfast show. Coverage was also achieved in City AM, Yahoo! News, The i, Yahoo! Finance, ThisisMoney and MSN Money – with a total reach of 8 million people.
The full PRmoment Awards shortlist can be found here and results will be announced at a the PRmoment Awards ceremony on 12th May.