Case Study

Welsh Government: Here to Help with the Cost of Living

We partnered with our agency pals at SBW on an integrated campaign for the Welsh Government – spreading the word on the financial support available to people in Wales during the cost of living crisis. We ran an influencer campaign and a media relations programme directing audiences to Advicelink Cymru, allowing people in Wales to access support they didn’t otherwise know about.

Image courtesy of SBW Advertising


  • Raise awareness of the different benefits and other financial support people in Wales can access
  • Highlight the support offered by the Welsh Government to people across Wales during the cost of living crisis
  • Increase awareness of Advicelink Cymru, the Welsh Government citizens advice support service
  • Encourage more people to contact AdviceLink Cymru to check what they’re eligible for
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Content from the Campaign

Our role in this bilingual campaign involved media relations and influencer comms. Coverage came in four phases: the campaign launch, stats on the number of people in Wales claiming financial support, advertorials and an op-ed on behalf of Jane Hutt, the Minister for Social Justice. Influencer content ranged from Tiktoks and Instagram reels, to blog posts and community Facebook groups.
  • Issued a press release using data from Beaufort Research and the Welsh Government’s omnibus survey on the % of Welsh people who don’t know where and how to access financial support to help them through the cost of living crisis and highlighting the support on offer from Welsh Government
  • Following a speech from the Minister for Social Justice we picked up on the newsline that over 300,000 sought financial help over Christmas.
  • Secured online and print advertorials in Wales Online, the Western Mail and the Daily Post signposting to the Fuel Support Scheme as the application deadline approached.
  • Secured a spot in the Western Mail for an op-ed on behalf of the MSJ, Jane Hutt on her work on the Energy Price Guarantee.
  • In total we received 18 pieces of coverage with an OTS of 1.46 million.
  • Worked with influencers to target strategic audience groups across Wales inc. parents, working adults and minority groups.
  • Ensured a balance of Welsh language content via Welsh speakers and increased exposure for those who wouldn’t usually see Welsh language content.
  • Content was tailored for each influencer depending on their specialism and following.
  • Content received over 300,000 impressions across just six influencers, with Cardiffmummysays and Katiesaves reported that followers contacted them to say they received financial support as a direct result of their posts.