Before this campaign began I was fortunate enough to have attended sessions given by London Citizens where I was reminded that the most important part of a campaign was to get the community to back you. In addition to this during a media training event that I attended with the Labour Party we were taught that the majority of events however newsworthy will not gain serious media coverage without a human interest aspect, i.e. a real life example of someone who has suffered and is willing to talk.
Taking on board these two important lessons I first targeted the campaign at one deprived area in Norwich. I set myself 2 locally achievable goals:
- To get local money lenders to give debt advice before a loan is taken out
- For local money lenders to support credit unions
Once I had my goals I tried to arrange a meeting with the branch manager of the local Money Shop, they refused to accept either of my requests. Following this I printed 600 letters to the surrounding area either side of the main road. The letters explained The Money Shop’s position as outlined in our meeting and included a survey asking for people who have used “legal loan sharks” to come forward with their stories. We also included a tear off slip which included the date, time, and location of a demonstration.
Following this the letters then found their way back to the manager who arranged another meeting with us. While he said he did not have the authority over what literature to display he did arrange a meeting between us and the Corporate Affairs Director.
We continued to canvass the area to conduct surveys and find people who would be willing to discuss their experiences with any high street or internet money lender. We had a great success with this and had many people tell us of their experiences however very few would talk to the press even anonymously.
After we had found 3 people with strong stories we then printed another 600 letters (as they are more effective than leaflets) in another area closer to other money lenders. Following this we then asked a public question to Norwich City Council whereby a detailed report (arranged previously) was given on how house hold income and rent arrears correlated with the location of high street money lenders. This information along with contact details of our case studies and details of the candidate in the area were passed on to a journalist from a local paper. The following day we were interviewed by the local newspaper. This then ran as a front page article.
Following this we then continued canvassing while trying to get further media attention contacting Future Radio and BBC Radio Norfolk where we received multiple appearances. We were then put in contact with a BBC Look East journalist who took up our story where it received a 2 minute slot on regional TV. This then featured on the BBC UK web page all in the run up to our meeting with The Money Shop, this applied considerable pressure.
In our meeting our goals were for The Money Shop to show literature on debt advice before a loan has been taken out and to support local Credit Unions. By the end of the meeting we had achieved more than we set out to. Not only did they agree to our requests which were local but they agreed to make them national policy which shows what a big change we are able to make with the media and more importantly the community on our side.
The key to this campaign was realising I could not achieve everything I wanted at a local level e.g. a cap on interest rates. I was however, able to set myself locally achievable goals which could be replicated nationally. Finally, the successful media strategy was based on the fact that we campaigned alongside the community and really involved the local people. It was their stories who made the media listen to our cause and we should not underestimate the power that ordinary people are able to wield when motivated to achieve change in their community.
The local statement issued reads:
Statement from The Money Shop for Marion Maxwell (End Legal Loan Sharking campaigner in Norwich)
18th March 2011 – FINAL
“The Money Shop as a responsible lender and fully regulated by the Office of Fair Trading is pleased to support the local Norwich Credit Unions and believes that they provide a valuable service to those in their community.
“In addition The Money Shop has agreed with Marian Maxwell to provide its customers with information about the local Credit Unions and other financial management information in both Dereham Road and Castle Meadow stores.
“Whilst The Money Shop provides immediate short term cash for people with regular income with financial emergency needs and to avoid the high cost of unauthorised bank overdrafts, it also recognises that in communities such as those represented by Marian Maxwell working together can benefit all in highlighting the financial solutions available.”
London, May 2011 – Borrowers who have their Payday Loan application turned down by Payday Loan provider The Money Shop are to be given information on where they can receive free and independent debt advice.
It will display free debt advice brochures from money education charity Credit Action in its 360 branches across the UK from May.
As one of the most responsible, fair and transparent short-term lenders in the UK, The Money Shop sought the partnership with Credit Action as it realised some borrowers who have their loan application rejected may be in need of debt advice. It only lends to those with regular income and carefully analyses their existing borrowing before offering a loan.
It is hoped these jargon-free brochures will help those who do not secure a loan to access free and independent help and receive practical advice on all aspects of understanding and managing money.
Andrew Bryan, Marketing Director at The Money Shop, said of the initiative: “As a responsible, industry-leading provider, we understand those borrowers who have failed to meet our lending criteria may have debt worries. We provide a valued service to those who need short-term cash to help them with a sudden, unforeseen bill, but do not lend to those with serious debt problems. We hope this is one way to help these borrowers back on to their feet and hope other lenders will keep this in mind also.”
Keith Tondeur OBE, Founder and President of Credit Action said: “We are pleased that The Money Shop is taking steps to help customers who have had their application turned down, and who may need money management help or debt advice. In these difficult economic times we think this approach is much needed.”
The Money Shop’s customers are all in employment with an average salary of £22,000 and borrow £250 on average over a one-month period. The Money Shop is a founding member of the Consumer Finance Association, which works with members of the short-term lending industry to prevent their customers amassing long-term debt. It is also fully regulated by the Office of Fair Trading.