Illegal loans are often presented as a quick and easy fix but the reality is that this is a type of control that can destroy lives and keep communities down. Many victims live a life of dread, in constant fear, isolated and facing physical and psychological abuse when they cannot repay what they are told they owe.

Through this campaign, we seek to show the real-world consequences of this plight on communities by telling the story of the devastating impact this has on a person’s life and tackle head on the lie that money lenders are here to help.


The hero asset is initially a single 60” film supported through-the-line with equally hard-hitting radio, OOH and digital advertising to run across Northern Ireland. Everything points to the website which is the hub for this content as well as a series of a accounts of real life stories and of course directions for support of those who find themselves victims of this all too often hidden crime.


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