Financial support marketing campaign 2021-2022: evaluation report – August 2022

An overview of the financial support marketing campaign which ran from 29 November 2021 to 20 March 2022, including independent evaluation results.

4. Audience

The primary target audience was people who were struggling financially due to the impact of the Covid-19 pandemic, often for the first time (C1C2D socio-economic groups, people with average/low household incomes and people with significant financial commitments with a high dependency on credit).

The secondary audience was people who had been struggling with their finances since before the pandemic, with the aim of encouraging them to take action to improve their situation.



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