72Point worked on an integrated campaign with new radio station, talkRADIO.
The client commissioned a survey of 2,000 adults to find out about the nation’s money borrowing habits and debt worries. Our research found that Brits don’t consider themselves ‘in debt’ until they owe £45,000. 37 per cent of those polled admitted that if they can’t afford to buy something, they usually find a way of getting it anyway, either by sticking the balance on a credit card, taking out a loan or dipping into the overdraft. Four in 10 people polled admit they rely on their credit cards to see them through the whole month, and usually have a balance of at least £3,000 debt to pay, while a further third spend much of the month in their overdraft.
We accompanied the resulting news story with a voxpop video and infographic which our digital team distributed to relevant digital media.
TalkRADIO’s debt story was featured on major news sites in the UK, including The MailOnline, The Sun and a host of regional news sites, including the entire Johnston Press portfolio, such as The Scotsman, The Yorkshire Post and many more.