Post Office - Cash is a lifeline

Protecting cash access by showcasing its essential role in everyday life.

In the UK, 8 million people depend on cash daily. However, bank closures on high streets threatened their access. We needed to demonstrate the importance of banks partnering with Post Office branches to offer free cash deposits and withdrawals.

Our objectives were to raise awareness of the importance of access to cash, the people that rely on it, and the Post Office’s role, drive engagement with the campaign, deliver measurable understanding of the issue, and demonstrate positive sentiment towards the Post Office around its role in cash provision.

We utilised Boldspace's full offering across brand strategy, creative, film & production, consumer & corporate PR, and analytics with our proprietary platform BoldLens AI.

This campaign allowed us to effectively enshrine The Banking Framework into law.

Boldspace managed:

BRAND STRATEGY: We created a six 'S' framework to help convey the critical needs of audiences.

CREATIVE & FILM: Six films told the real stories of people who were to be impacted.

EXPERIENTIAL: Installations around cities highlighted the challenges and made the plight visible in high footfall areas.

DIGITAL: A microsite featured an interactive quiz aimed at informing our audience about the mutual advantages of cash for both themselves and the people they depend on most. We implemented a feature that streamlined the process of generating personalised letters to their Member of Parliament, addressing these specific concerns.

MEDIA RELATIONS: We executed an always-on media relations campaign over a year, building on consumer insight and Post Office data, to supplement key campaign moments that were also activated through the media.

STAKEHOLDER ENGAGEMENT: We engaged key stakeholders, from civil society groups and charities to the Government and Opposition policymakers, with briefing papers and a meeting programme. We also held a nationwide ‘Save Our Cash Day’ on which local politicians were invited to their Post Office to show their support for the campaign.

ANALYTICS: We tracked all of our activity through BoldLens, leading to real-time optimisation of our activity and ongoing measurement of our activity against KPIs.

RESULTS:

2188 pieces of media coverage

55m twitter impressions

111k microsite visits

3m film views

3655 quiz completions

10k personalised letters automated to local MPs

1 change in the law enshrined in the King's Speech