The Money & Mindset Report
A national research campaign exploring how people across the UK feel about money, combining data, design, and storytelling to position Lifetime FM as a thought leader in financial wellbeing.
Client: Lifetime Financial Management
(during full-time employment as Senior Marketing Lead)
Overview
The Money & Mindset Report is one of Lifetime’s flagship campaigns: a large-scale research project exploring the emotional relationship between people and their money.
I led the campaign from concept to launch, with the goal of positioning Lifetime as a credible voice in the financial wellbeing space through original, story-led research that felt as human as it was data-driven.
At its heart, the report asked a simple question: how does money make people feel?
To answer it, we surveyed 1,000 adults across the UK, uncovering the emotional, behavioural, and generational differences that shape how people think about finances, and how those feelings influence decision-making.
The result was a 60-page national report that brought together credible data, expert commentary, and strong creative design to turn complex financial insights into something relatable, accessible, and genuinely interesting to read.
My role
As the campaign lead, I:
Developed the campaign concept, structure, and tone of voice.
Designed the survey in collaboration with an external insights partner, ensuring data validity and relevance to our audience.
Oversaw copywriting and creative direction for the full 60-page report.
Managed timelines, stakeholder reviews, and content sign-off across leadership and compliance teams.
Wrote accompanying PR, email, and social copy to support the launch.
Created additional toolkits for HR professionals, coaches, and advisers to help them use the findings in everyday conversations.
The project rolled out across three months, from insight design to publication.
Research & Data Gathering:
Collaborated with an insights partner to conduct a nationally representative survey of 1,000 UK adults, analysing results by gender, generation, and region.Creative Direction:
Crafted a narrative structure that grouped findings into four key themes: Emotions & Mental Health, Confidence & Behaviour, Cost of Living & Financial State, and Aspirations & Regret.
Each section paired data visualisation with copy that translated statistics into human stories.Design & Production:
Worked closely with our design team to develop a clean, modern layout with strong visual storytelling. Ensured accessibility and brand consistency across both digital and print versions.Launch & Promotion:
Coordinated a cross-channel launch including three national press releases, email campaigns, and social content.
Created spin-off resources: Money & Mindset toolkits for HR and wellbeing leads, and a webinar series exploring key findings.
Partnered with PR to secure coverage across HR and wellbeing press.
Objectives
Position Lifetime as a thought leader in financial wellbeing through proprietary research.
Create a resource that deepens engagement with employers, HR professionals, and individual clients.
Build a foundation of data and stories that could fuel multiple months of content and PR.
Humanise financial data and challenge the perception that finance-focused campaigns must feel “corporate” or detached.
Impact
Positioned Lifetime as a credible thought leader in financial wellbeing.
Achieved strong press coverage and engagement across corporate audiences.
Generated a multi-month pipeline of content for marketing, partnerships, and employer communications.
Strengthened relationships with existing clients and opened doors with new HR and wellbeing contacts.
Inspired follow-up campaigns and reports for 2025/26, turning the report into a recurring research-led initiative.
Reflection
This campaign was one of the most demanding, and rewarding, projects of my career. It combined data, creativity, empathy, and strategy in equal measure.
It also proved that financial wellbeing doesn’t have to be boring; when you tell the story right, it resonates.