A UK investment campaign has been launched by City firms and the government to encourage people in Britain to move their savings from cash into investments. The campaign is backed by major financial companies and aims to change how people think about money and investing. The campaign features a CGI animated squirrel named “Savvy” as its main character. The squirrel is designed to make investing feel simple and friendly for everyday people. It will appear in TV ads, online videos, and billboards across the country. The total cost of the UK investment campaign is expected to reach up to £50 million over several years. Around 20 financial firms, including major banks and investment companies, are helping to fund it. These include well-known names from the City of London financial sector. Officials say the goal is to encourage more people to invest rather than keep large amounts of money in cash savings accounts. They believe this could help improve long-term financial returns for households and also support the UK economy. The campaign is part of a wider government plan to increase investment activity in the country. It follows concerns that many people in the UK are too cautious with their money and are missing potential growth opportunities. Industry leaders say strict financial rules introduced after the global financial crisis have made people more careful about investing. While these rules were designed to protect consumers, critics argue they may have reduced participation in stock markets. The Investment Association, which is helping lead the campaign, says too many people are now “protected out of markets.” This means they avoid investing completely, even when it may be beneficial for long-term savings. Campaign supporters say keeping money only in cash savings can reduce its value over time due to inflation. Rising prices mean cash loses purchasing power if it is not invested in assets that grow. Financial data used by the campaign shows that £10,000 saved in cash over the past decade would now be worth about £8,400 in real terms due to inflation. In contrast, the same amount invested in global stocks could have grown to nearly £19,700. The campaign aims to reach millions of UK adults, especially those with more than £10,000 in savings. Research suggests around seven million people in the country fall into this group. The advertising strategy has attracted attention because of its unusual mascot. The CGI squirrel “Savvy” is designed to make financial messages more relatable. Campaign leaders say the character helps simplify a complex topic. Some financial firms reportedly had concerns about the design and cost of the campaign earlier in development. However, the final version is now moving ahead with broad industry support. The campaign does not recommend specific investments or products. It also does not promote UK-only stocks. Instead, it focuses on general education about investing and financial awareness. City leaders hope the campaign will also help strengthen the London Stock Exchange. In recent years, London has faced competition from other global markets, with fewer companies choosing to list in the UK. Officials believe increasing public participation in investing could help improve market activity. They say stronger domestic investment could support business growth and economic stability. The campaign is being launched alongside broader financial reforms and education efforts. These include support from the Financial Conduct Authority and other public bodies that focus on financial literacy. The UK government says the aim is to help people make better financial decisions. Leaders argue that informed investing can improve long-term savings outcomes and strengthen household finances. Critics, however, warn that investing always carries risks and may not be suitable for everyone. They stress that people should understand market risks before moving money out of safe savings accounts. Supporters of the campaign say the focus is not to push risk but to raise awareness. They believe many people avoid investing simply because they lack information or confidence. The UK investment campaign is expected to run for several years. Its success will likely be measured by whether more people begin investing and whether public attitudes toward financial markets change over time.