Hello, I'm Simon Lambert and welcome to a bonus episode of This Money podcast, a short one where I'm going to be speaking to Karen Northy of the Investment Association and the new retail investment campaign designed to turn Britain's savers into a nation of investors.

Karen, welcome to the This Is Money podcast.

Thank you, Simon.

It's really nice to be here.

So, you've launched the big campaign this week to try to get Britain's investing.

It's been quite a busy week for you.

Tell us a bit at the start about the campaign. What's it about and

who's it for? Sure. So the campaign called Invest for the Future launched, as you say,

yesterday on Thursday this week with the 20 member firms.

So we have 20 firms from across the financial services sector who have come together

to, as you say, change a nation of savers into a nation of investors and actually try and

address all of those people who think investing just isn't for them.

So they have a very, this idea of what an investor looks like and it's not them.

And so we want to change that because we think investing can be for everyone.

So it was announced in the summer of last year by the Chancellor in our Mansion House speech

as part of her reforms, the Leeds Reforms, that this would be happening.

So we've been working away, squirreling away, as you might say, since last summer,

bringing together the firms, you know, thinking about our, you know, how we would go about it

and doing the creatives. And so, yeah, now we are launching and we have launched launched a what it will be a multi-year campaign

but it will be an advertising campaign a completely non-commercial this is about education

and behavioral change and getting people to open to the idea of investing so we've launched that

now and we will continue that for a number of years,

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