GET THE TRUTH ABOUT DEBT
Activation campaign for FARBER Debt Solutions
Building on Farber’s successful “3 Truths About Debt” brand launch, this targeted activation campaign turned brand momentum into measurable action. OOH, transit, radio and social, reframed real-life debt anxiety triggers into optimistic choices – driving qualified leads to the website and call/chat centre with empathy, care and respect.
Client
Farber Debt Solutions
Year
2023
Scope of Work
Advertising & Promotions
Collaborators
A national activation campaign that helped Canadians look at debt differently
When Farber first launched “The 3 Truths About Debt”, it cut through noise with honesty, respect and optimism. It challenged the stigma around personal finance and inviting Canadians to see debt through a more constructive lens. Building on that success, the next phase was to implement a highly targeted activation campaign, designed to reinforce The Truth About Debt and drive traffic and qualified leads to the website.
Our objective was clear: extend the brand campaign in ways that reinforced how Farber helps people rethink debt, change behaviour and make better financial choices. That meant creating work that didn’t just educate, it met people where they were – acknowledged their anxiety triggers and offered paths forward with dignity and empathy.
Highly targeted mix of out-of-home placements, transit radio, paid social and digital extensions were meant to reach diverse audiences within their everyday environments. Transit and radio spoke directly to commuters’ financial stress points, by balancing real life experiences with encouraging steps toward a better financial future. Social executions translated the 3 truths into dynamic content, relatable scenarios, aspirational choices and calls to action.
Across every touch, the message wasn't about moral failing, but a challenge millions face and Farber is there to help you look at it differently, with tools and conversations that inspire confidence rather than shame.
