The Guardian | City firms bank on ‘savvy’ advertising campaign to push Brits towards investing by Kalyeena Makortoff Banking correspondent
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City firms are backing a government‑endorsed advertising blitz, fronted by a CGI red squirrel called “Savvy,” to coax cautious British savers into investing rather than hoarding cash. Launched by Chancellor Rachel Reeves as part of a £50 million, three‑to‑five‑year programme costing about £8‑10 million a year, the campaign – funded by 20 City backers such as Barclays, Aviva, Schroders, Robinhood UK, L&G and JP Morgan – uses TV, online and billboard ads with slogans like “squirrelling away your money?” and “Saved a bit? Why not invest a bit?” after criticism that post‑crisis regulation has protected people from capital markets. It targets the roughly seven million adults holding more than £10,000 in cash savings, highlighting that a decade‑old £10,000 cash ISA would now be worth about £8,400 due to inflation, whereas the same amount in a global equity fund would be over £19,700. The campaign, overseen by the Investment Association and supported by the Treasury, Money and Pensions Service and the FCA, avoids promoting any specific product, aiming to boost financial risk‑taking, improve household resilience and revive UK capital markets.
Read more: https://www.theguardian.com/money/2026/apr/23/savvy-squirrel-advertising-uk-investment-business
#RachelReeves #Barclays #advertising #financialsector #investing
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