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Creative 47 Add to collection Directed by Brian Durnin for Red Rage, the spots see award winning TV and radio broadcaster Baz Ashmawy drop the F-word to remove stigmas on talking about finances Finance is on a par with sex and religion and topped only by death on the list of things we find it hard to talk about, according to research by Bank of Ireland. The survey also found that almost three in four people either don’t talk about their finances at all or will only do so if they have to. This is the basis of a new Bank of Ireland campaign – the ‘F-word’ – to encourage a more open d...

Bank of Ireland Stresses the Importance of the F Word in New Campaign April 9, 2021 Bank of Ireland has launched a new nationwide campaign aimed at tackling the taboos that surround talking about personal finances. Fronted by Emmy Award-winning TV and radio broadcaster personality Baz Ashmawy, the new campaign puts a different spin on the tender subject of saying the ‘F Word’ or, as some people like to call it, finances. Research carried out by the bank shows that talking about finances remains one of our biggest social taboos along with sex, religion and death. One in four (25%) said the...