Banking and finance trade association UK Finance has selected creative agency M&C Saatchi London to develop a rapid response campaign to better communicate the range of support available to mortgage lenders concerned about steeply rising rates.

Backed with a considerable £5m investment, the campaign is the result of a recent key ‘mortgage summit’ which took place last month, overseen by chancellor Jeremy Hunt.

UK Finance’s campaign aims to raise awareness of the different types of support available as many mortgage customers come to the end of their fixed term deals and face sudden rises in monthly repayments.

Many banks and lenders have recently signed up to the government’s ‘Mortgage Charter‘ which looks to give borrowers concrete reassurance through difficult times.

Working in partnership with media agency Goodstuff, who will oversee media planning and buying for the campaign, assets will run across TV, out-of-home, radio, print and digital.

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“Supporting customers is a core objective for our members, and in the current economic climate, it’s important to raise awareness of the help borrowers can get if they’re worried about making their mortgage repayments. Through this campaign we are encouraging mortgage customers to reach out to their lender early on to get the support they need,” UK Finance campaigns director, Giles Mason, said.

Running in two bursts, with the first launching this month followed by a second in September, the omnichannel push will encourage customers to contact their lenders early on if they’re worried about repayments.

M&C Saatchi business director, Claire Richardson, added: “Lenders have responded to interest rate pressures with real support for customers in need. The campaign will deliver this message at pace and scale to people who are concerned and make a real, meaningful difference.”