Trust Deed Scotland Launches Landmark Data-Led Campaign to Tackle Scotland’s Hidden Debt Crisis

[Campaign Spotlight] Trust Deed Scotland, the largest provider of statutory debt solutions in Scotland in 2025, has launched its biggest-ever national awareness campaign, planned, developed and executed by the integrated campaign solutions team at JACK RYAN.

The integrated campaign marks Scotland’s first 3D special build outdoor execution focused on problem debt, combining national radio, hundreds of targeted outdoor placements and digital activity to challenge stigma and encourage people to seek help sooner across every corner of the country.

Delivered by JACK RYAN’s Integrated Campaign Solutions team, the campaign was underpinned by a data-led audience strategy. Using credit card usage indicators, IMD scoring, Experian profiling and behavioural insight, the agency built a tactical picture of audiences most likely to be experiencing unsecured debt but least likely to proactively seek advice.

This intelligence informed outdoor site selection, with placements concentrated in areas showing higher levels of credit dependency and financial pressure, ensuring the message appeared where it would be most relevant. National radio was layered on top to deliver scale and emotional impact, supported by digital targeted activity to reinforce messaging and drive action.

At the centre of the campaign is a large-scale 3D special build, featuring a three-dimensional phone displaying the average debt of those seeking help. Designed to be impossible to ignore, the execution physically visualises the hidden burden of debt in public space, creating a moment of pause and recognition.

The campaign is supported by new research from 2,829 Trust Deed Scotland customers, which helped shape both the strategy and creative approach. The findings reveal that almost half of people delayed seeking help for a year or more, largely due to stigma and self-blame, despite 97% later wishing they had acted sooner.

Megan Chin Cheong, Planning Account Manager, at JACK RYAN, said:

"This campaign was designed to be unmissable. By combining hundreds of highly targeted outdoor placements with national radio and digital activity. Using data and profiling allowed us to move beyond blanket coverage and focus on relevance – reaching those who need help most, while challenging the stigma that stops people from seeking it.”

This latest work from leading integrated media agency JACK RYAN demonstrates the power of integrating data intelligence, media planning and creative execution to deliver both human impact and strategic precision.

Trust Deed Scotland says the campaign reinforces its commitment to making debt support visible, accessible and normalised across Scotland.