Thought Leadership Media Campaign - General Interest 2026
Winner
Yorkshire Building Society for ‘The Need for Financial Education’
Due to the quantity of outstanding entries, the Thought Leadership category was split into two awards, recognising entries as either Financial Advice or General Interest campaigns, to best showcase the content and insight of successful press campaigns and industry reports in 2025.
Votes from the financial journalist community secured a win for Yorkshire Building Society’s ‘The Need for Financial Education’ as Thought Leadership Media Campaign - General Interest.
In the first round of judging, the initiative was described by judges as “a socially impactful campaign supported by research and extensive media reach”. “The evidence of policy engagement and influence on curriculum discussions demonstrates meaningful impact beyond awareness,” commented one judge.
Shortlist:
Aviva for ‘Building Future Communities’
Santander & MHP Group for ‘Fixing the Broken Change’
Aberdeen for ‘Savings Ladder’
Skipton Group for ‘Skipton Group Home Affordability Index’
Fidelity International for ‘The Longevity Revolution: Preparing for a New Reality’
Yorkshire Building Society for ‘The Need for Financial Education’