THE LOWDOWN: Housing provider Places for People had extended its range of products and services and was offering personal loans to people with a poor credit history. The client was keen to establish itself as a responsible lender and a better alternative to doorstep lenders. Once I'd identified the key messages, the copy almost wrote itself. It's great to work on a project where the benefits to the customer are clear and compelling from the outset. This taster brochure was used to help get the service off the ground. Within the first three years, the organisation had lent around £1 million to its tenants.