UK – First Direct, the UK’s original challenger bank, has launched a new campaign to highlight the anxiety some people feel when it comes to finance.
The #moneywellness campaign and brand platform aims to normalise the conversation about money and its links to wellbeing. Created by The Brooklyn Brothers, it demonstrates how to tackle customers’ financial concerns, such as the culture of comparisons with friends or where their parents were with money at the same age. ‘Let’s stop comparing ourselves to others and start understanding our own relationship with money better. After all, there is no right way to money,’ reads its microsite.
As part of the campaign, First Direct teamed up with YouGov to conduct a survey of 4,000 UK consumers, with results revealing people to believe money is more important to their overall wellbeing than other more traditional areas of wellness, such as diet and exercise.
Around the world, finance brands are recognising that mental and physical health can be improved through money advice and services focused on wellbeing. For more, read our Financial Wellness microtrend.