A public awareness campaign

GETINVESTED

The UK holds £1.8 trillion in cash savings — eroded by inflation, outpaced by markets, and going absolutely nowhere. It's time to change that.

SEE THE CAMPAIGN
£1.8TN
Held in UK cash savings accounts, losing value to inflation every year
63%
Of UK adults hold no investments outside of pensions whatsoever
-22%
Real purchasing power lost on £10k saved in cash over the past decade
The Problem

Britain has a saving habit when it needs an investing one.

The UK has one of the lowest rates of household investment participation in the developed world. While countries like Sweden, the Netherlands, and the United States have built cultures of everyday investing, British households overwhelmingly default to cash savings accounts — even when real interest rates are negative.

The result is a slow, invisible erosion of wealth. Every year, inflation quietly eats away at the purchasing power of cash savings. Over a decade, this compounds into thousands of pounds of lost potential. Meanwhile, diversified investment portfolios have historically delivered real returns that outpace inflation significantly.

This isn't about risk-taking. It's about awareness. Research consistently shows that the primary barrier to investing isn't appetite for risk — it's knowledge, confidence, and cultural normalisation. Most people simply don't know where to start, or don't believe investing is "for people like them."

The Get Invested campaign aims to change that — starting with the millions of commuters who pass through the London Underground every day.

The Campaign

Tube Advertising Creative

Bold, typographic ads designed for maximum impact in the London Underground. Two formats: the large cross-track poster and the platform digital screen.

CROSS-TRACK POSTERS
Large landscape format — visible from across the platform
Get Invested poster — Your savings earned £12 last year, inflation cost you £400
Execution A — Savings vs Inflation
Get Invested poster — £10,000 saved in 2014, still £10,000 today
Execution B — Real Terms Erosion
Get Invested poster — Cash isn't king, it's losing its crown
Execution C — Cash Isn't King
Get Invested poster — Your money works 9 to 5, investments work 24/7
Execution D — 9 to 5 vs 24/7
DIGITAL PLATFORM SCREENS
Portrait format — tall digital displays on the platform edge
Get Invested vertical ad — £1.8 trillion going nowhere
Get Invested vertical ad — The best time to invest was 10 years ago
Get Invested vertical ad — Saving is not investing
Get Invested vertical ad — 63% own zero investments, be the 37%
In Situ

On the Platform

How the campaign would appear to the 5 million daily Tube passengers — catching eyes, starting conversations, planting seeds.

£1.8 trillion going nowhere Best time to invest was years ago Saving is not investing 63% own zero investments
Saving is not investing 63% own zero investments £1.8 trillion going nowhere Best time to invest was years ago
Why Now

The Case for Action

01
THE INFLATION TAX

Even with improved savings rates, most cash accounts still pay below inflation. Every pound in a savings account is quietly losing purchasing power — a hidden tax that most people don't realise they're paying.

02
THE KNOWLEDGE GAP

Only 37% of UK adults say they feel confident about investing. The barriers aren't financial — they're psychological and educational. People need to see investing as normal, accessible, and for them.

03
THE COMPOUNDING COST

Every year of inaction compounds the problem. A 30-year-old who starts investing today versus one who waits until 40 could have double the retirement pot. Time is the most valuable asset, and it's being wasted.

STOP SAVING.
START INVESTING.

The Get Invested campaign launches across the London Underground to reach millions of commuters with a message they can't ignore.

GET INVOLVED