Debt can happen to anyone

Agency: AML Group


AML Group has created an integrated campaign for StepChange, Europe’s biggest debt charity, to shine a light on the dire cost of living crisis for Debt Awareness Week.

The Debt can happen to anyone campaign, aims to remove the stigma around debt, and show that it doesn’t only affect a certain type of person. But all demographics, in all locations, all of the time.

Working closely with StepChange, AML created an inclusive concept that shows strips of different faces, all brought together in one banner. Ensuring that people can recognise themselves in it, and feel able to ask for help in the knowledge that debt is a widespread problem, which needs to be tackled together.

According to research conducted by YouGov for StepChange, one in six adults (15%), equivalent to seven and half million people, have £20 or less left each month after paying for essentials with one in 12 having no disposable income at all. And with the poll showing that one in six of us don’t know that debt advice services even exist, this year’s Debt Awareness Week aims to increase understanding of how debt advice can support people struggling with their finances and that help is available.

“Debt is indiscriminate and pervasive” Says Ian Henderson, CEO, AML Group “We are proud of an inclusive campaign that delivers a clear, powerful message - that debt really can happen to anyone.”

AML Group, who also work with a number of other charities including: Heart Research UK and The Big Exchange - were appointed by Stepchange in 2022 following a competitive pitch.

This professional campaign titled 'Debt can happen to anyone' was published in United Kingdom in March, 2023. It was created for the brand: StepChange, by ad agency: AML Group. This Integrated medium campaign is related to the Finance and Public Interest industries and contains 1 media asset. It was submitted over 1 year ago by PR: Rosie Lumley of Tank Top PR.


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