Legal & General

L&G is a FTSE 100 insurance company. Its Deadline to the Breadline campaign aims to raise awareness of the financial situation facing families across the UK

The Brief

In order to understand how economic conditions are affecting the financial stability of people in the UK , L&G’s Deadline to the Breadline report looks at household savings and expenditure, to gauge how prepared British families are for unforeseen events, and to measure how long a household’s savings could sustain their current levels of spending before they are exhausted – their ‘Deadline to the Breadline’.

The Campaign

L&G engaged Rostrum to work on an exciting new press campaign designed to highlight how close ordinary British families are to the “breadline”. Rostrum commissioned economics consultancy Cebr to establish a thrice-yearly index of the “Deadline to the Breadline” (D2B), designed to:

  • Change consumer perceptions of their personal finances by highlighting the risks of not protecting against an unforeseen event
  • Generate press coverage and media/stakeholder debate
  • Consolidate “D2B” as a regular news hook for the UK press
  • Raise the profile of L&G spokespeople as thought leaders in the market
  • Adapt each new edition to tie into relevant and topical themes in the news agenda

The recurring report tracks the financial health of the nation’s households, acting as a call to action for consumers, the industry and government to understand the importance of protecting against financial disasters.

The Results

  • D2B I: 21 media hits (Three national)
    Total circulation: 22.5m
  • D2B II: 110 media hits (13 national and 21 broadcast – incl. BBC Breakfast TV)
    Total circulation: 46m
    Barclays Bank used L&G’s “D2B Calculator” tool with customers in its Woolwich Mortgage Adviser branches
    Won Business Campaign of the Year award at the Money Marketing Financial Services Awards 2014
  • D2B III: 76 hits (Five national and 19 broadcast – incl. live Sky News TV interview and BBC R4)
    Radio day: live interviews with 17 regional radio stations
    Six regional reports in addition to the main national report
    Total circulation to date: 35.5m
    D2B letters to 60 MPs across the UK

“Rostrum is a trusted agency partner for Legal & General – which is why we are expanding their scope of work with us. L&G values Rostrum’s ability to deliver results, to consistently develop creative campaigns with us and their honest, strategic advice.”

Alyson Bowcott