FCB Inferno and NS&I’s Green Savings Bonds Campaign Empowers Savers to Help Build a Greener, Cleaner Future

To support the UK government’s priority for 2021/22; to ‘Build Back Greener’ and reach net zero emissions by 2050, NS&I have launched Green Savings Bonds, giving UK savers the opportunity to put their money towards environmentally sustainable projects with the aim of creating a greener, cleaner, and more sustainable future.

Green Savings Bonds are the world’s first green savings product from a sovereign issuer and allow customers to support green initiatives around the UK. Its introduction is part of a wider framework of green investment initiatives from HM Treasury, working collaboratively with other departments. 

Green Savings Bonds give savers aged 16 or over the opportunity to support the Government’s green projects and put their money to work in the fight against climate change. The Bonds are aimed at savers who want to participate in a collective effort to tackle climate change, facilitated by the Bonds’ relatively low £100 minimum investment amount.

Green projects like zero-emissions buses, offshore wind and innovative low-carbon technologies will be eligible for funding, along with programmes to help adapt to a changing climate like flood defences.

To help meet these targets, NS&I enlisted the help of creative agency FCB Inferno, who created a multi-channel, targeted campaign sitting across DOOH, radio, online video, social and digital. 

Whether we’re changing to metal straws, switching to a greener energy supplier, or buying locally – many of us are making a conscious effort to be more sustainable every day. But, when it comes to our savings, it’s harder to feel confident about where or how our money is being spent. So, NS&I and FCB Inferno set out to appeal to those with existing green habits and encourage them to see Green Savings Bonds as a financial extension of their green routines.

Sharon Jiggins, chief marketing officer at FCB Inferno said: “Our new campaign celebrates those people making everyday changes, with the aim of giving them the confidence to see their money differently. Using real people and their real experiences, we highlighted four authentic families and their green routines, exploring what ‘green’ means to different people and using their stories to connect with new and existing audiences around the UK.”