Cost of living marketing campaign 2022-2023: evaluation report

An overview of the cost of living marketing campaign which ran from 28 September to 22 November 2022, including independent evaluation results.


1. Fieldwork was conducted between 29 June and 7 July 2021 by the research agency Trinity McQueen who were working for the Union advertising agency. All participants were newly financially struggling due to the pandemic and qualified as ‘squeezed’ using the Money Advice Service segmentation. It consisted of 8 online focus groups and 12 remote Zoom interviews across four core audiences: Young adults; families; older/pre-retired; positive deviants.

2. Research conducted in October 2021 by Trinity McQueen for the Union across a broad range of target audiences including young adults (non-students), families, older/pre-retired, people with caring responsibilities, single parent families, minority ethnic families, young families, and disabled household.

3. This is the proportion who engage with the advert in anyway (watch, click, share, comment, like)



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