Challenge attitudes towards giving money as a present by comparing the future benefits of the Bright Future gift with the usual cliches. The idea that giving money shows a lack of thought or care has been reframed. That stigma is now attached to the bad jumpers, ties and easy listening albums instead.

The target was to sell 500 Bright Future gifts with an average value of £50.In the first ten days of the campaign, Abbey had sold 633 Bright Future gifts, with an average value of £186.