Ad of the Day | "Ending the Harm" Campaign Launched to Tackle Illegal Money Lending

Jun. 23, 2021

Illegal money lending is a plight in communities across Northern Ireland. Paramilitary organisations, criminal gangs that have emerged from the legacy of the Northern Ireland conflict, target people when they are at their most vulnerable.

Northern Ireland’s Department for Justice has launched the “Ending the harm” campaign. The campaign was developed for the Northern Ireland Executive by Campaign Top 30 Regional Agency, Ardmore,  and seeks to raise awareness of the devastating impact this hidden crime has on victims and to make sure people and families who are affected know where they can find appropriate help and support.

“Ending the harm” tells the story of how a young single mother’s situation deteriorates rapidly once she borrows money from an illegal lender and will run via TV, radio, digital and through a series of outdoor sites across Northern Ireland.

In the context of Northern Ireland, research and evidence shows that illegal money lending is a key tactic used by paramilitaries, illegal organised crime organisations, and those linked to them to coerce and control people and communities for their own gain.

Paul Bowen, Executive Creative Director at Ardmore said:

“Illegal loans are often presented as a quick and easy fix but the reality is that this is a type of control that can destroy lives and keep communities down.  Through this campaign, we seek to show the real-world consequences of this plight on communities by telling the story of the devastating impact this has on a person’s life and tackle head on the lie that illegal money lenders are here to help.The opportunity to develop this campaign with the Department of Justice has been a real privilege for Ardmore. Being from Northern Ireland, we know that this issue is really hurting local people and bringing their stories to life through this campaign will ensure those people are seen, heard and supported.”

 

The overall strategic approach, creative direction and media planning was devised and managed by Ardmore, supported in production by The Gate under the direction of Michael J Fern.

The call to action is to visit a campaign website which has a number of sections including information on where people can go for help and support as well as some further real-life stories.  

Mark Irwin, Managing Director at Ardmore said:

“This campaign is hugely important to us. All our team at Ardmore are acutely aware of the grip that paramilitary gangs still have on communities here in Northern Ireland and the significant hardship and hurt these practices cause to local people and their families. We are proud to be able to play our part, in partnership with the Department of Justice, through seeking to bring about change by driving awareness and helping people understand where they can get the support they need.”