Did you know that people are more reticent talking to their families about money than they are talking about politics or sex?

Uncovering this insight allowed us to create a convention- breaking campaign in a low interest category.

Because whilst banking can be low interest, having a better relationship with your family is not.

So we helped Lloyds Bank create the M-Word, a stigma- busting campaign which got the nation talking about money.

We’re proud to say we inspired conversations across the UK, reaching 97% of the population and improving Lloyds Bank’s YouGov reputation scores by 30%.