Let's make a plan

Client: National Debtline

Approximately 8 million people in the UK could benefit from debt advice. Through National Debtline, we provide free, independent, impartial debt advice to people struggling with problem debt and the cost of living. Until 2023, National Debtline didn’t have the capacity to answer the number of calls we received. New funding presented a unique opportunity to grow the service’s capacity x1.4 in 12 months and therefore help far more people.

This welcome growth in our service meant, in spring 2024, our capacity to serve clients was forecast to outweigh the forecasted demand coming in for the first time in over a decade. We knew that the need for debt advice was there, but not enough people were aware of National Debtline and the advice we can provide. Therefore, to fulfil the capacity created, we needed a campaign that rapidly raised the profile of National Debtline and converted potential clients to seek debt advice, effectively from a standing start. Our campaign – Let’s make a plan – was highly successful, increasing calls into National Debtline by 60%, whilst delivering efficiency, coming in below our cost per conversion target. Delivered through a mix of ATL brand awareness through Radio and OOH, supported by lower funnel digital channels. The campaign was supplemented through tactical owned and earned media. The campaign secured over 56 million impressions, nearly 500,000 clicks and over 51,000 digital conversions. More than 27,000 callers to National Debtline cited advertising/media when asked how they heard about us, a 49% increase year.