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By John McCarthy | Media editor

September 8, 2014 | 2 min read

The Financial Services Compensation Scheme (FSCS) has launched an ad featuring TV host Fearne Cotton to inform viewers of the importance of FSCS-protected savings.

The video, created by UM London, features Cotton discussing the importance her savings account had on her when she initially started in TV at the age of 16.

Cotton is one of five personalities from the world of music, entertainment and sport who will support the programme, with each discussing times in their lives when savings were crucial to them.

The FSCS is a government-backed scheme that guarantees an individual’s savings of up to £85,000 should anything ever happen to their bank, building society or credit union.

Mark Oakes, FSCS head of communications, said: “FSCS provides a vital service to UK consumers when authorised firms go bust. Since 2001, we have come to the aid of millions of people and paid out billions of pounds. Building awareness of the scheme is a high priority for FSCS and we have made good progress.

“This new initiative will build on that. It is at the heart of our work to reach people in an engaging way with our message.”

Since 2001, the FSCS has helped over 4.5m consumers and paid out more than £26bn in compensation.

Last year the organisation had Benedict Cumberbatch of Sherlock to voice a series of ads which costed £3m.

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