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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 discussion of personal finances among consumers. This campaign is part of the Bank of Ireland’s Financial Wellbeing programme featuring Emmy Award-winning TV and radio broadcaster Baz Ashmawy.  The ‘F-word’ aims to remove some of the stigmas around talking about finances.  The campaign was devised by Grey London and directed by Brian Durnin and produced by Paul Holmes of Red Rage Dublin.

City ofUnited kingdomEimear hoganMick creedonBrian durninTreasa ofrielMatt brantonTabi ellisPaul holmesBaz ashmawySophie osaerRob hylandMichelle kasperJoe falloverLee hickeyAnne mulcahy