Challenge

H/Advisors Cicero has worked with LINK since 2018. Brought on initially to support a reputational challenge surrounding the cost shared between banks and ATM operators that threatened to blow up, once resolved and placing LINK on a stronger footing, LINK wanted to change the debate around declining ATM numbers to the broader decline in cash use and what it meant for people, businesses, the banking industry and politically.

Strategy

We have supported LINK across comms, public affairs and campaigns. Alongside regular media engagement, we have developed a strong narrative highlighting key themes through regular research and policy advocacy that demonstrate LINK as a thought leader in the broader world of payments and financial inclusion.

This was notable through the commissioning of the highly regarded Access to Cash Review that ultimately led to legislation in 2023 to protect access to cash in statute.

Outcome

LINK is widely regarded across media, industry and Westminster as a key influencer on issues surrounding cash and banking.

Working together for almost a decade, we have secured tens of thousands of positive pieces of media from challenges around ATM use during the pandemic, digital exclusion to the wider rollout of banking hubs.