Revealing the real value of parents
The price comparison market is highly competitive and our client uSwitch was keen for MHP to develop a campaign that would be distinctive and underline the thorough understanding uSwitch has of the UK market. To achieve this goal it was important to show understanding of UK consumers’ attitudes and concerns and position the business as a go to commentator on money matters.
MHP selected elderly care as the focus of the campaign: a highly topical and universally relatable issue. We’ve all seen the annual cost of raising a baby story – our approach was to flip that on its head and use the increased focus on concerns about the cost of adult social cares to highlight the rising costs of looking after our parents; costs which now exceed that of bringing up a child. MHP commissioned research into British people’s understanding of, and financial preparedness for, elderly care costs, with startling, media worthy insight. We packaged it up alongside supportive comment from Age UK, a strong call to action around having the ‘care conversation’ and a range of case studies.
MHP’s targeted Sunday-for-Monday sell in secured the top Sky Sunrise slot for uSwitch’s money expert and six in-depth pieces of national coverage in key titles, print and online. All coverage explored the research in detail, positioning uSwitch as a trusted voice in a conversation on a key social issue.