The Financial Services Compensation Scheme has launched a new consumer awareness campaign featuring TV and radio presenter Fearne Cotton.
The FSCS says Cotton is the first of five “well-known personalities” to take part in the campaign. The identity of the other celebrities has not yet been released.
It has released a video of the presenter talking about a time “when money and savings were crucial to securing the future”.
The campaign, Protecting Your Future, aims to reassure consumers their money is protected up to £85,000 per person if their bank were to fail. It will run until March 2015.
FSCS chief executive Mark Neale says: “The cost of the campaign falls on banks, building societies and credit unions and has their support.
“We know from our research that consumers who are aware of FSCS are more confident and likely to buy financial products.
“The Protecting Your Future push intends to deepen engagement with the public to build awareness of FSCS.
“We know that many of those consumers are not interested in financial or savings issues, so we believe that anchoring stories from a well-known personality’s perspective will not only draw consumers into the conversation, but leave a positive level of awareness that will last far longer than the campaign itself.”
Last month, Money Marketing revealed the FSCS has put out to tender a PR contract worth up to £540,000.
In 2013 the FSCS spent £3m on an advertising campaign featuring BBC Sherlock actor Benedict Cumberbatch.
A £4m campaign in 2011, which included TV ads with animated characters, was scrapped after the FSCS acknowledged it had not achieved the desired impact.