"Every year since the global financial crisis, we've had more well-intentioned regulation that has come in that has been designed to offer consumer protection. But where we've ended up is protecting people out of capital markets, and that's why we've got this."
"We didn't want an Einstein to lead the campaign for investing. That could have put people off. We were looking for a character that people would relate to and enjoy spending time with."
"The campaign slogans include squirrelling away your money? and Saved a bit? Why not invest a bit? The advertising design has been tailored to appeal to animal-loving Britons."
A new advertising campaign, featuring a CGI squirrel named Savvy, aims to encourage British savers to invest their money instead of keeping it in cash. The initiative, costing up to £50 million, is part of a broader effort by Chancellor Rachel Reeves to promote financial risk-taking among consumers. The campaign will run for three to five years, funded by 20 City firms. The goal is to make investing relatable and appealing, countering the trend of risk-averse saving that hampers UK economic growth.
Read at www.theguardian.com
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