Trialling new partnerships and campaign methods to reach tough audiences
Consumer advocates have long been concerned about the impact of payday loans on Australians. The industry spends millions of dollars every year to advertise these high cost credit products, and consumer advocates can’t compete on those terms to warn people of the potential pitfalls. But is there another way to break through?
Consumer Action Law Centre, Financial Rights Legal Centre, funded by a grant from Financial Literacy Australia, explored this question and tested new ways to engage tough-to-reach audiences.
The result was a humorous approach to financial literacy that tested the partners’ assumptions about influencing behaviour and what it takes to bring together a major creative campaign.
This report, A Tough Nut To Crack, provides reflections by the project partners and recommendations for others considering similar campaigning methods.