Can the financial system create a more equal society? Campaigning - - PowerPoint PPT Presentation

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Can the financial system create a more equal society? Campaigning - - PowerPoint PPT Presentation

Feb 03, 2023 180 likes •564 views

Can the financial system create a more equal society? Campaigning to raise awareness of inequalities in the current credit rating system in the UK WP3 ENGAGING CITIZENS Task 3.3 Engaging Citizens on the Social Function of Finance Education

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Can the financial system create a more equal society?

WP3 ENGAGING CITIZENS Task 3.3 Engaging Citizens on the Social Function of Finance

Campaigning to raise awareness of inequalities in the current credit rating system in the UK

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The campaign

Financial inequality

Education Cashless society Pensions Gender Housing Taxation High cost credit Poverty premium

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Equal access to credit

High cost credit Housing Poverty premium

The campaign

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The campaign

Access to credit – why isn’t it equal?

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The campaign

Access to credit – why isn’t it equal?

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The campaign

Access to credit – why isn’t it equal?

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The campaign

Access to credit – why isn’t it equal?

#MAKERENTCOUNT #POORCOSTSMORE

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The campaign

Rent and inequality in the UK

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The campaign

Rent and inequality in the UK

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Established our campaign partnership

  • Co-developed the campaign plan with our main partner, The

Big Issue and Lord John Bird

The campaign

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Established our campaign partnership

  • Co-developed the campaign plan with our main partner, The

Big Issue and Lord John Bird

Co-created the campaign with target audience

  • Conducted focus groups with young people to co-create

content, test messaging and recruit potential campaign ambassadors.

The campaign

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Established our campaign partnership

  • Co-developed the campaign plan with our main partner, The

Big Issue and Lord John Bird

Co-created the campaign with target audience

  • Conducted focus groups with young people to co-create

content, test messaging and recruit potential campaign ambassadors.

The campaign

Shared key messages on social media

  • Key content published on Facebook page #MakeRentCount
  • Shared infographics on Twitter
  • Budget for boosting
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The campaign

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The campaign

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The campaign

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The campaign

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The campaign

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The campaign

Established our campaign partnership

  • Co-developed the campaign plan with our main partner, The

Big Issue and Lord John Bird

Co-created the campaign with target audience

  • Conducted focus groups with young people to co-create

content, test messaging and recruit potential campaign ambassadors.

Shared key messages on social media

  • Key content published on Facebook page #MakeRentCount
  • Shared infographics on Twitter
  • Budget for boosting

Created sample tweets and media pack

  • For key stakeholders to share with their audience

Invited guest blogs

  • From connected organisations to post on YF website

and social media

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The campaign

Established our campaign partnership

  • Co-developed the campaign plan with our main partner, The

Big Issue and Lord John Bird

Co-created the campaign with target audience

  • Conducted focus groups with young people to co-create

content, test messaging and recruit potential campaign ambassadors.

Shared key messages on social media

  • Key content published on Facebook page #MakeRentCount
  • Shared infographics on Twitter
  • Budget for boosting

Created sample tweets and media pack

  • For key stakeholders to share with their audience

Invited guest blogs

  • From connected organisations to post on YF website

and social media

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Impact

Facebook page total reached: 2875

(Number of people who have seen any content associated with the page)

Reach: number of people seen content associated with page

Organic Reach Paid Reach Viral Reach

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Impact

Page likes = 80 Page followers = 82

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Impact

Top post

15 posts Reaching 1609 people in total 78 engagements (liking, sharing or clicking)

Organic Reach Paid Reach

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Impact

70 tweets using #PoorCostsMore and/or #MakeRentCount 14 tweets from The Young Foundation account Average post impressions: 15,000

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Impact

Top tweet by impressions

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Impact

124, 794 impressions 642 engagements 19 retweets 14 likes

Impressions

Organic Reach Paid Reach

Top tweet by impressions

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Impact

Top tweet by engagement rate

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Impact

35, 410 impressions 262 engagements 49 retweets 50 likes

Top tweet by engagement rate

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Impact

“You have done a fantastic job turning a very broad and dry subject into something really bitesize and accessible that people would understand.”

(The Big Issue)

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Impact

Featured in The Big Issue magazine

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Impact

Featured in The Big Issue magazine

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Impact

Featured in The Big Issue magazine Supported by Baroness Glenys Thornton and Jenny Jones and ex- education minister Nicky Morgan

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Impact

Featured in The Big Issue magazine Supported by Baroness Glenys Thornton and Jenny Jones and ex- education minister Nicky Morgan

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Impact

Featured in The Big Issue magazine Supported by Baroness Glenys Thornton and Jenny Jones and ex- education minister Nicky Morgan Mentioned at the All Party Parliamentary Group (APPG) on Poverty Premium

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Conclusions

Challenges

  • No call to action beyond awareness raising and sharing
  • The Young Foundation is not a campaigning organisation.
  • Lobbying Act in the UK
  • Complex nature of political process and partner relationship
  • Time – only ran for 47 days
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Conclusions

Summary

  • Showed how to distil a complicated topic into a concise and sharable

message

  • Initial analysis suggests citizen engagement and comprehension of a

complex issue many were not before aware of before.

  • Using online peer networks is a good way to engage citizens with

sustainable finance and build trust.

  • Citizens and the political process have started working together to support

change in how financial system works for/against citizens.

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Any questions?