Nationwide launches cost of living campaign across TV, video-on-demand, YouTube and outdoor

David Murphy

The UK Building Society, Nationwide, has launched the latest iteration of its ‘Conversations’ campaign series, alongside its Cost of Living Support hotline to provide support to all members – and anyone in the UK – who is struggling with financial worries. The campaign comes at a time when the cost of living crisis is predicted to push 1.3m people in the UK below the poverty line. The society started by helping a small group of people buy homes of their own and look after their families and their latest campaign aims to show one of the many ways that the Society is helping its members struggling with the cost of living. It will run across TV, video-on-demand, YouTube and outdoor until 4 December.

The campaign leads with a hero 30-seond film ‘A conversation with Lynsey, Rosie and Brianna’ and was devised by agency of record, VCCP London. It seeks not just to reflect the conversation the nation is having, but also, to show through meaningful action its support for members. The film opens up on a beach and features a conversation between Lynsey, Rosie and Brianna, as Lynsey opens up candidly about the range of emotions she feels about their struggles with the rising cost of living. The conversation between them reveals Lynsey’s doubts and challenges of how it is to be an independent woman and stay strong whilst handling rising bills but also the relief in having someone to talk to. The film concludes with the powerful message of ‘You’re not the only one’ and is accompanied by Nationwide's freephone hotline for members to chat.

"We understand and empathise with the challenges many of our members are facing regarding cost of living, so we’re proud to launch our latest campaign which shows our support to members that are struggling financially,” said Nationwide Marketing & Communications Director, Mark Brayton. “Our dedicated cost of living hotline continues to offer valuable support for members who really need it during such challenging times."