Connecting distant communities with their cash.

The challenge.

Even in the contactless age, millions of people still rely on ATMs. LINK, the UK’s largest cash machine network, wanted to make sure those in communities without free-to-use ATMs knew that they have the right to request a LINK cash machine. But with a very limited budget and a need to target remote communities across the country, it was a big ask.

The insight.

Through analysis of media channels, we saw that social media was one of the strongest ways to reach these disparate audiences – especially Facebook. We set about maximising the effectiveness of the client’s budget with a highly targeted campaign.

The creative.

Beginning with a pilot scheme in the north-east of England, we created ads that focused on selected age groups and areas. Testing alternate messages and reporting regularly on click-throughs to the ATM request form. Continually honing our approach to make sure we were reaching the communities who needed the most support.

Cite have supported our work improving access to cash across the country.

As a result of their campaigns, we’ve reached millions of people, connected with communities across the country and improved access to cash as well.

Nick Quin.Head of Financial Inclusion.


We got people standing up for their right to a free-to-use ATM. In our pilot, 20 communities made requests and the programme was extended to Northern Ireland, where communities had traditionally been even more difficult to reach.

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