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Debt Free London – Debt BUSter launch

Challenge

To introduce a charity initiative to the news media with a view to informing the public of free services to help them with their finances.

What we did

Celebrity Engagement – We suggested they use a celebrity ambassador – produced a shortlist of suitable candidates and secured our first choice Angellica Bell, who is very much aligned with money management due so her presenting role on The Martin Lewis Money Show for ITV and her regular slot on The One Show also makes her a very visible asset. 

Media Launch – We invited and secured a list of media to attend a launch with Angelica Bell, set up a photo call with Angelica, got her to film and post on her social media and booked in hours of interviews to do.

Branding  – We came up with the name Debt BUSter and then took this to the internal team to fit in with their existing branding.

Results 

We secured a wide range of coverage across print, online, radio and TV with both London centric and national media targeted, generating 50+ pieces of coverage. Outlets including Huck, The Telegraph and BBC London News ensured a diverse audience was reached.