23red and Lightmaker fire up FSA site

The Financial Services Authority is set to launch a new website, designed by 23red and Lightmaker, aimed at providing information and guidance for the UK’s debt-ridden youth.

Brand consultancy 23red and digital group Lightmaker have collaborated to create the website, www.whataboutmoney.info, following a Central Office of Information co-ordinated pitch last October, which paired the two groups together.

The initiative has been developed in response to FSA research carried out last year, highlighting that the vast majority of 18- to 24-year-olds are in debt, with one in five owing more than £10 000. The research showed that young adults feel there are few viable sources where they can learn about money matters.

For the design, 23red found that young adults are turned off by bright colours when it comes to the subject of finance. 23red group account manager Greg Thorpe says, ‘We decided to keep the website informative but upbeat with its black background and bright colours to give it lift.’

The navigation of the site is based on different life stages. Categories including getting money, spending money, saving money and student money are built around this. Users can also chat to peers and explore the challenges older people face with money.

The website will be promoted across universities, and will feature on BBC Radio 1 Sunday Surgery.