raising awareness among women
Consumer research shows that younger women are still less aware than men of their right to complain – and bring fewer complaints to the Financial Ombudsman Service. To help raise awareness of the service's impartial role in settling financial disputes, the ombudsman launched a campaign to engage with younger women. Our work has included:
work with specialist media
- coverage in selected magazines, including:
Women magazine [opens as pdf] – to mark international women's day, ombuds"women" feature in Women magazine – the lifestyle and wellbeing publication focusing on women's achievements.
My Money [PDF opens in new window] – a woman's guide to earning, saving and spending.
Jump [PDF opens in new window] – a magazine for growing families.
Reveal – a celebrity-based magazine aimed at readers from 16-34.
- the ombudsman service is regularly name-checked by consumer-champion Martin Lewis in his weekly newspaper columns and on ITV's GMTV. An indepth guide to the service also features on the Money Saving Expert website.
Following these activities, the proportion of women who referred complaints to the ombudsman has increased by 8%.
out and about
- taking part in International Women's Month including working alongside local community groups such as Island Neighbourhood Project [opens in new window], and distributing ombudsman service information across London-based International Women's Month events.
- taking part in the National Wedding Show at London's Earls Court – described as the UK's biggest wedding "department-store", with the focus on fashion, food and finance.
- taking part in Clothes Show Live at the Birmingham NEC – following earlier involvement with the Glow beauty and vitality show in Belfast and the Vitality health, beauty and well-being show at London Olympia.
- providing training for the London College of Beauty Therapists – to raise awareness of the ombudsman service with therapists, who have found that they are increasingly being asked by clients for practical information on how to sort out money-related problems.
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