The UK government is launching a £50 million advertising campaign to encourage British savers to invest their money rather than keep it in cash, which has been losing value due to inflation. The campaign, fronted by a CGI squirrel named 'Savvy', aims to resonate with consumers and is designed to appeal to the seven million adults holding over £10,000 in cash savings. The initiative, led by the Investment Association and supported by major financial firms including Barclays, Aviva, and JP Morgan, is part of Chancellor Rachel Reeves' broader strategy to stimulate financial engagement among risk-averse consumers. The campaign will run for three to five years, costing approximately £8 million to £10 million annually. Research indicates that investing £10,000 in a global equity fund a decade ago would have yielded over £19,700 today, compared to just £8,400 if kept in cash. The campaign is also seen as a response to the decline of the UK stock market, which has been losing listings to foreign competitors. City minister Lucy Rigby emphasized the campaign's goal of enhancing financial literacy and resilience among households, ultimately strengthening domestic capital markets.