The United Kingdom is set to launch a new campaign aimed at encouraging citizens to invest in stocks and shares, following a historic precedent from 1954 to 1969. Chancellor Rachel Reeves announced the plan as part of her recent Mansion House speech. She urged for more financial weddedness across the country to boost economic growth and raise the UK stock exchange.
The campaign hopes to recreate the success seen in a similar US-based initiative. The new popular program increased share ownership from 4.2% to 10.4% with its memorable slogan, Own your share of American business. As of 2022, only 16% of US households owned stocks and shares directly. In comparison, just 11% of households in the UK can do the same. The good news is that government is again turning its attention back here. At the same time, City lobbyists are actively pushing to transfer money from low-yielding cash accounts into the stock market, fully convinced that this transfer will provide higher returns.
The new UK campaign will have a budget of at least £50-60 million. It will lead with multichannel ads, online, TV, radio, out of home like billboards and transit and so on. The strategic, multifaceted campaign is designed to engage a broad audience and make a compelling case for investing in stocks.
In her keynote, provided as a pre-recorded statement, Reeves stressed the value of the campaign. She argued that it is meant to improve the stock market’s public image and “prevent communism,” a promise starkly similar to that of the original “Tell Sid” campaign prototype more than fifty years ago. The campaign’s tagline, “If you spot Sid … Stop and … Tell Sid,” became legendary. It did so by making itself absolutely central to UK investment culture.
“If you see Sid … Tell him.” – Thatcher-era “Tell Sid” adverts
Late last year, Reeves pulled the plug on a planned, separate, “Tell Sid”-like campaign with Sir Trevor McDonald. This latest effort should look to learn from the success of past advertising campaigns, such as those found in a recent Barclays report. The aim should be to create a compelling narrative that is accessible to the average person. This story will encourage them to see investing as a powerful tool to help them achieve long-term financial security.
Encouragingly, the government is getting behind this campaign. Their goal, through these actions, is to re-attract equity markets to meet the need as economic conditions continue to change. Policymakers are still encouraging investing in the short-term, looking for quick win ways to restart growth and improve market performance. This strategy is intended to support the UK’s long-term economic prosperity.
As the campaign continues to prepare for their ambitious launch, stakeholders are excited and encouraged. They think it will have the desired effect of increasing stock market participation by UK residents. The combination of targeted messaging and a robust advertising strategy could prove crucial for achieving the desired outcomes.