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Bank of Ireland Stresses the Importance of the F Word in New Campaign

Bank of Ireland has launched a new nationwide campaign aimed at tackling the taboos that surround talking about personal finances. Fronted by Emmy Award-winning TV and radio broadcaster personality Baz Ashmawy, the new campaign puts a different spin on the tender subject of saying the ‘F Word’ or, as some people like to call it, finances.

Research carried out by the bank shows that talking about finances remains one of our biggest social taboos along with sex, religion and death. One in four (25%) said they liked talking about death least of all, followed by religion (16%), personal finances and sex (both 15%). Almost three in four (74% people polled either don’t talk about their finances at all or will only do so if they have to.

Directed by Brian Durnin, and produced by Red Rage, the campaign was created by Grey Consulting, supported by Oliver Ireland with media planning and buying handled by Carat Ireland. It will run for the month of April and early May across TV, radio, VOD, digital and PR.

According to Henry Dummer, CMO,  Bank of Ireland: “Financial wellbeing is fundamental to our overall wellbeing, and being worried and stressed about finances can impact our mental and physical wellbeing.  This campaign is designed to be provocative and to challenge the misconception that we cannot talk about our finances openly. We have to tackle the issue head on and get people comfortable using the F-Word more! Finance still remains one of the biggest social taboo subjects alongside sex, religion and death. The more we talk about finance, the more control and confidence we’ll have when it comes to managing our money and our financial wellbeing throughout life. We are delighted to partner up with Baz again and show the value of opening up about things that we might feel a bit awkward talking about. That’s what makes him such a great fit for this campaign.”



Agency: Grey London

Business Director: Sophie Osaer

Account Managers: Alice Ashwell, Isobel Kai

Planning Partners: Tim Nelson, Fern Miller

Principle Planning Consultant: Katy Lindemann

Chief Creative Officer: Laura Jordan Bambach

Creative Directors: Abi Ellis, Celeste Dalairac

Creatives: Fong Ong, Jesse Little, Jacob Kirk

Creative Producer: Michelle Kasper

Assistant Integrated Producer: India Smith

Agency (Dublin): OLIVER Ireland
CEO: Mark McCann
Creative Director: Rob Frew
Business Director: Paul Walshe
Account Director: Fiona Baker
Senior Digital Designer: Kristin Bell
Copywriter: Kevin Murray

Media Agency: Carat Ireland

Business Director: John Urch

Strategy Director: Dave Winterlich

Client Director: Anna Lovatt

Media Planning: Caelen Dwane, Carol Holmes, Barry Conroy, Ciara Gaughan, Amanda Corcoran

Production: Red Rage Productions

Director: Brian Durnin

Managing Partner & Producer: Paul Holmes

HOP & Producer: Treasa O’Friel

Post Production: Windmill Lane

Exec Producer: Jess Felton

Producer: Deborah Doherty

Editor: Lee Hickey

Sound Engineer: Mick Creedon


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