To support the UK government’s priority for 2021 and 2022 – to “Build Back Greener” and reach net zero emissions by 2050 – NS&I launched Green Savings Bonds which gives UK savers the opportunity to put their money towards environmentally sustainable projects that are working towards the creation of a greener, cleaner, and more sustainable future. NS&I enlisted FCB Inferno to create the multi-channel, targeted campaign across DOOH, radio, online video, social and digital.
Green Savings Bonds are the world’s first green savings product from a sovereign issuer and allow customers to support green initiatives around the UK, including zero-emissions buses, offshore wind and innovative low-carbon technologies, and programs to help adapt to a changing climate like flood defenses. Their introduction is part of a wider framework of green investment initiatives from HM Treasury, working collaboratively with other departments.
The Bonds are aimed at savers, aged 16 or over, who want to participate in a collective effort to tackle climate change, facilitated by the Bonds’ relatively low £100 minimum investment amount. NS&I and FCB Inferno set out to appeal to those with existing green habits and encourage them to see Green Savings Bonds as a financial extension of their green routines.
Sharon Jiggins, Chief Marketing Officer at FCB Inferno said, “Our new campaign celebrates those people making everyday changes, with the aim of giving them the confidence to see their money differently. Using real people and their real experiences, we highlighted four authentic families and their green routines, exploring what ‘green’ means to different people and using their stories to connect with new and existing audiences around the UK.”