Money is Emotional, PR campaigns should connect with those emotions for real outcomes
Izzie Tennison, Account Director
Money is inherently emotional. Our finances – and financial challenges – are linked to feelings of self-worth, security, and ultimately, our survival.
When I joined the VCCP Roar FS team, it was my first time specialising in a specific sector. I was asked why I was interested in focusing on financial services, and my answer was simple: money and finances are linked to everything, and impact everyone.
While there are some typical (outdated) notions that financial PR is overly formal, unimaginative and risk averse, this perception is rapidly shifting. With today’s impactful campaigns, driven by both the rise of bold challenger brands and industry giants stepping up to match their pace, the rules are being rewritten.
One of the most effective ways for a financial brand’s PR campaign to make an impact is by being genuinely purpose-driven. Highlighting an emotion-evoking, widespread issue and actively working to alleviate it is a proven approach. When an audience can relate to a campaign and see how a brand is actually trying to help, authentic trust is built. That trust converts into engaged customers and lasting commercial value.
Real emotions, real outcomes
Much of the work we do with our clients is built on this exact premise. Our work with Scottish Widows on its Women and Retirement campaign is a prime example. Not having enough money to retire creates deep-seated anxiety for a significant portion of the UK population. Over the last twenty years, the campaign has become synonymous with Scottish Widows, greatly moving the dial on addressing the gender pension gap.
By utilising traditional media, social channels, and influential partnerships (such as Black Girl Finance and This Girl Talks Money), the campaign empowers women to take control of their retirement, while pressing policymakers for structural change. For Scottish Widows, this translates yearly into extensive tier-one and broadcast media coverage, massive social reach, and tangible Government influence.
We’ve also seen huge success in tackling financial illiteracy. Campaigns that teach people about their finances empower them to take action – in turn reducing the emotional burden of stress and anxiety.
When we developed and launched the Cost of Not Knowing campaign for financial charity Money Ready, we aimed to highlight the severe knock-on effects of financial illiteracy in the UK. By providing actionable advice and calling for systemic change, Money Ready saw a significant boost in media coverage, social following, and volunteer enquiries, alongside greater leverage for policymaker engagement.
Similarly, with investment provider IG, we developed the Save Our Stock Market (SOS) campaign. It tackled an issue that directly impacts everyone: driving UK economic growth, job creation, and household spending power by encouraging investment back into British business. By advocating for domestic investment regardless of which trading platform people chose, IG positioned itself as a champion for nationwide prosperity – earning significant tier-one coverage and significantly boosting its share of voice among its peers.
Purpose as a catalyst
The most successful and disruptive campaigns don’t just broadcast a brand’s message, they solve a human problem. By pairing hard-hitting data with emotional insight, brands move from being transactional providers to trusted partners. When you address the real anxieties people feel around money, trust and engagement follow naturally.
