Aviva x Money Advice Trust Winter Resilience

Client: Money Advice Trust

Working together since 2022 to help support and build the financial resilience of self-employed people, partnership with Aviva has enabled the Money Advice Trust to support over 26,000 additional small businesses dealing with problem debt.

Money Advice Trust runs Business Debtline, the UKs only dedicated free debt advice service for self-employed people and small business owners.

The Aviva x Money Advice Trust Winter Resilience campaign harnessed the power of Aviva’s household brand to build awareness of the support available from Business Debtline to small businesses in financial hardship. Running alongside Aviva’s wider Winter campaign, a combined strategy of print and digital adverts enabled us to target small businesses with engaging and empathetic content, demonstrating that they were not alone and that help was available.

The campaign was hugely successful with over 1.5 million views and the campaign landing page receiving 500% more users than planned. This not only validated using LinkedIn for awareness raising, but directed thousands more small business owners where to find support when facing their most challenging times. Business Debtline saw a 55% increase in callers citing some form of advertising when asked how they heard about us, showcasing how the campaign led people to take action.