M-Word, Lloyds Banking Group / MediaCom
Did you know that people are more reticent talking to their families about money than they are talking about politics or sex? Finding this insight allowed us to create a conventionbreaking campaign in a low interest category. Because whilst banking can be low interest, having a better relationship with money and 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%.