Skip to content

Digital PR Agency

Unity Mutual: personal finance


Covid-19 impacted the way that we, as a nation talk about finances, however this can present new opportunities for brands to discuss when looking at personal finance PR.

As the first wave of Child Trust Funds, introduced by the Labour government back in 2002, matured in their eighteenth year this September, teens up and down the country started to get their hands on their windfalls for the very first time.

One of the leading Child Trust Fund providers, Unity Mutual, wanted to secure national press coverage to grow brand awareness among consumers, and position themselves as a trusted authority on savings for children.

As some teens were potentially sitting on thousands of pounds, Smoking Gun worked with Unity Mutual and its governing trade body, the Association of Financial Mutuals (AFM), to find out what so-called ‘Generation Sensible’ had in mind for their money

results & impact

67 pieces of personal finance

PR coverage across both national and regional print and online media, including in the Daily Mail, Daily Express, The Times, The Independent, Daily Mirror and This is Money

855 million

A combined potential media reach of more than 855 million

50% of media coverage

with an expert spokesperson from either Unity Mutual or AFM

Applications for savings plans increased by 9%

during the campaign period

Sign up for our
ingenious newsletters

Fill in the form to receive our ingenious newsletters packed full of industry insights, practical tips and just a little of our own news.

    Our Awards

    Why stop at global stardom and incredible sales? When our clients work with us, they get the silverware to boot. We’re not into tooting our own horns, but the awards we’ve won with our clients are too good to miss…