The key is in the message
Like many housing associations, Bolton at Home’s money advice team was concerned that the stigma of debt got in the way of people asking for help.

They were looking for an innovative way to reach people with money worries and help them feel confident enough to ask for help.

They needed to break down barriers by reaching out directly in a positive way.
So, we created ‘Money Heroes’, real people with heroic advice.
Messaging was critical for this campaign to work.

Get it right and we could break down barriers, eliminate stigma and empower people to ask for help.

Get it wrong and we risked creating an even greater gulf between Bolton’s money advice team and its tenants.

Not all heroes wear capes
The simple act of using real people behind the Money Heroes campaign was key.

It helped eliminate stigma by showing that these are ordinary people who have the power to help others with their knowledge and advice.

We photographed the team in casual clothing, looking happy and welcoming, against a white backdrop, and then developed colourful, super-hero style artwork in our studio, introducing the team with their first names.

Language was critical.

The team was there to wipe out worries, not finger point.
We thought carefully about the positive language we would develop as part of the campaign’s narrative.

Packing a punch
Creating a playful twist was a risky strategy.
But one which we were confident would make the campaign stand out from the many other money advice campaigns.

Yes, the subject is serious, and we made sure we treated it seriously.

But presenting it in a positive and confident way, we were able to show people that this team of everyday heroes was on their side to help them conquer their money worries.

The artwork was easy to adapt across a wide range of marketing materials, and we made the most of it, with website and social media content, magazine adverts, direct mailshots and promotional posters and banners at customer touchpoints.