As living costs skyrocket, the Government continues to deduct up to 25% from universal credit payments, leaving more than 2 million people unable to afford basic necessities and driving them further into debt.
Lloyds Bank Foundation supports small and local charities that have raised concerns over deductions to universal credit. In May, the Foundation released Driver of Poverty, a report calling for an immediate review of universal credit deductions in order to help those most in need and among the hardest hit by the cost-of-living crisis.
To ensure the report made the maximum impact, I was commissioned by Lloyds Bank Foundation to generate publicity and highlight the considerable pressure deductions were putting on people living in poverty. As part of this, I worked with several small and local charities to source a suitable case study, someone who could share their lived experience of deductions to universal credit.
Published on 11 May, the report gained national media attention in The Guardian, Mirror, Sun, Express and iNews, as well as widespread regional press coverage, reaching an estimated audience of 446m*
To target broadcast media, I arranged pre-recorded interviews with Duncan Shrubsole, Lloyds Bank Foundation’s Director of Policy, Communications and Research, and River Olivia Rose, who spoke of her personal experience of having money deducted from her benefits. The 30-sec audio was picked up by 312 radio stations, reaching an audience of 8.7m. 139 stations picked up the more extended interview with a reach of 3.5m.
Following the campaign, Lloyds Bank Foundation was invited to speak at the All-Party Parliamentary Group (APPG) on Universal Credit and has started conversations with several MPs.
* Figures supplied by CoverageBook