With the cost-of-living crisis leaving many Londoners struggling to manage debt and everyday expenses, Debt Free Advice set out to raise its profile and ensure more people accessed its free services. We positioned CEO Matt Dronfield as a trusted commentator on the economic climate, using DFA’s real-time data and advisor insights to create structured opportunities for media coverage. By highlighting the scale of support already provided—over 18,100 customers helped, delivering a collective financial improvement of £13.1 million—we demonstrated the tangible impact DFA has on families and individuals. Timed against the backdrop of rising financial pressures, the campaign secured national and regional TV and radio coverage, breaking down the stigma of talking about debt and encouraging audiences to seek vital help through Debt Free Advice.