Supporting Eagle Star with a beautifully simple piece of writing


The Situation

Financial institutions generally get a deservedly hard time for bamboozling the public with confusing language. Along came Eagle Star with communications that people could actually understand. Naturally they were delighted when their efforts were recognised with an award from the Plain English Campaign and wanted to let people know about the accolade.

The Support

While waiting for their train on the London Underground travellers were entertained by a large cross track poster which extolled the virtues of plain English in financial communications through ironically confusing language. Helpfully Eagle Star had crossed out most of the headline to leave the message Eagle Star write all their communications in Plain English.

Eagle Star Plain English Cross Track Poster

Cross Track Poster Seen By London Underground Travellers

The Success

Commuters had a smile put on their faces and they actually pointed out the poster to each other, while at the Financial Communications Awards it was named the year’s best Financial Products and Services advertisement for Press and Posters.

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