Solution:
My Budget Day is an integrated PR campaign that challenges members of the public to question their long term financial plans, particularly around planning for retirement.
The month long campaign is split in 5 online challenges that included:
Living on a state pension challenges celebrities, sporting personalities, MPs and members of the public to live on a state pension for a week sharing their experiences through their social media channels and the My budget day campaign site.
Financial confessions is a chance for site visitors to clear their conscience and get those financial confessions out in the open. The section of the campaign site captures the confessions presenting them back to other visitors.
The website formed the destination for all activity, supported by a series of online display and digital outdoor ads to drive traffic.