In an extensive programme running from December through to March, Greenhouse PR supported Europe’s leading sustainable bank, Triodos Bank, with a campaign to show that British savers want their ISA savings to have a positive impact.
Triodos Bank is a pioneer in sustainable banking, using finance to invest in projects that are good for both people and planet. They offer a full range of ethical Cash ISAs and Stocks and Shares ISAs and use the funds entrusted to them to support businesses in areas such as clean energy, recycling, sustainable food & agriculture, arts & culture and social housing.
The run up to the 5 April deadline for tax-free savings is often referred to as ‘ISA season’ due to financial providers launching promotional offers to encourage people to use their annual allowance of £15,240. Triodos Bank chose to highlight that, in an ISA marketplace where there is little difference between cash ISA offers, many savers are looking at how their money can have more impact in the areas that are important to them.
The campaign focused on a new consumer survey showing that 63% of respondents would like their savings to have a positive impact on organisations and sectors that match their values, but 75% currently have no idea where their bank or financial provider lends their money. These findings were supported by inspiring case studies of Triodos customers talking about how they have chosen to save their money, a number of whom visited Triodos backed projects to literally see ‘where their money goes’.
Supported by strong photography, the case studies were featured across national and regional media, including The Sunday Times, London Evening Standard, The i, The Times, The Guardian and Brighton Argus.
Huw Davies, Head of Retail Banking at Triodos Bank UK, says, “Many people feel they are being kept in the dark about how their money is used by banks and want greater transparency. They want to feel proud that, while their money is growing, they are helping organisations that are making a positive difference to people and the planet. At Triodos, we only lend to projects and organisations that have a positive social or environmental impact. We publish details of everyone we lend to, so savers can see where their money is going and the big difference it is making.”
Coverage appeared in 10 national newspapers and online and a further 8 regional pieces generating a total reach of over 5million. Last year Greenhouse PR also supported Triodos Bank with a campaign for ethical investment around Good Money Week and we will be supporting the very exciting launch of the Triodos current account in London next week on 26 April. You can sign up to attend here.
We have worked with several innovative organisations leading ethical finance such as Ethex and CastleField Advisory Partners. If you are pioneering in this area or helping to transform the finance sector and are looking for PR support, we would love to hear from you.