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The Thinking
To TopHOW DUMB IS YOUR DEBT?
Household debt has increased around six-fold in the last 20 years and much of this is high interest debt you can avoid. The Commission for Financial
Literacy and Retirement Income wanted to challenge New Zealanders to get them thinking about their debt and how smart it really is.
The Solution
To TopWe set out to create engagement with this somewhat heavy subject by introducing accessible language and empathetic situations. 'DUMB DEBT’
and the image of ‘debt confessions’ became the easy to understand execution across outdoor and online media for six weeks in 2011.
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Sorted Website - Dumb Debt Landing Page
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Sorted Facebook Page
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Dumb Debt Magazine Ad
Dumb Debt Bus Back
The Results
To TopAs an integrated communications strategy, this campaign generated enormous media coverage and a much increased awareness and understanding of the issue.
The awareness of ‘Dumb Debt’ more than trebled in this short time. The media loved it and Dumb Debt articles, blogs and tweets emerged everywhere.
