Money Talks
UM London
Client: Campaign Against Living Miserably (CALM) and MoneySuperMarket
charity CALM (Campaign Against Living Miserably) has seen a 43% increase in calls to their helpline regarding financial difficulties impacting mental health. To fulfil their mission to stand together against feeling hopeless, and to show that life is always worth living, CALM teamed up with MoneySuperMarket Group and UM to understand how they can get people talking about how financial difficulties are impacting their mental health, so that people can get help before it is too late. The objective of the Money Talks research was to explore how the cost-of-living crisis is impacting mental health and how can CALM and other organisations help break the societal taboo of talking about finances. The findings uncovered new insights, from which CALM and MoneySuperMarket created an influential marketing campaign to encourage people to start conversations about money and mental health. The findings also informed the topics and content approach of CALM’s ‘Money Talks’ social media campaign which featured videos from journalist and podcaster Sam Delaney, content creator, podcaster Milena Sanchez and social housing campaigner Kwajo Tweneboa in which they shared their first-hand experiences. These campaigners were selected because they resonate amongst those in society who are most likely to be impacted financially from the crisis, forcing conversations about money and mental health out in to the open with incredible results.