Visa Europe launches “Cashfree and Proud” campaign

London, 21 March 2016 – Visa Europe today launches “Cashfree and Proud” on 21 March, a new campaign telling cardholders they can make a Visa contactless payment with confidence and feel liberated from the need to carry cash.

The campaign, which runs in the UK from March to May, recognises and harnesses that sense of achievement people feel when they begin to use contactless and realise that they need no longer be dependent on cash for everyday purchases. The campaign is the latest step of Visa UK’s long term strategy to make cash “peculiar” by 2020.

The campaign is focused on encouraging consumers who are light contactless users, or those who are yet to use contactless in their daily lives, reassuring them of the ease and simplicity of use. The series of ads demonstrates contactless as the new normal way to pay for everyday items as part of their daily routine; such as buying essentials from their local shop or a drink in a pub. Visa is looking to influence the breadth of contactless usage, giving cardholders the confidence to try it. Target industry sectors for the campaign include: independent shops, newsagents (CTN), non-supermarket grocery stores and cafes and pubs.

The campaign includes ads across radio, digital, social and outdoor, at high impact sites. Radio slots will be running on stations across the UK, featuring humorous exchanges by consumers while making a contactless purchase in stores. Photography was supplied by Alex Telfer for Peter Bailey with Geometry Global as the creative agency and media agency MEC. Product placement during flagship ITV soaps: Coronation Street and Emmerdale; will continue throughout the year, further reinforcing trust and ubiquity.

Kevin Jenkins, Managing Director of Visa UK said: “Contactless payments now constitute 20% of all transactions, making it the new normal for payments. This campaign will encourage those consumers who are yet to discover the ease and simplicity contactless to discover their cash-free “pride”.

Note to editors:

Imagery, audio and other materials from the campaign are available at

About Visa Europe:

Visa Europe is a payments technology business owned and operated by member banks and other payment service providers from 38 countries.

Visa Europe is at the heart of the payments ecosystem providing the services and infrastructure to enable millions of European consumers, businesses and governments to make electronic payments. Its members are responsible for issuing cards, signing up retailers and deciding cardholder and retailer fees. Visa Europe is also the largest transaction processor in Europe, responsible for processing more than 18 billion transactions annually.

There are more than 500m Visa cards in Europe, while €1 in every €6 spent in Europe is on a Visa card. Total expenditure on Visa cards exceeds €2 trillion annually, with €1.5 trillion spent at point-of-sale.

Visa Europe is an independent business with an exclusive, irrevocable and perpetual licence to use the Visa brand in Europe. Visa Europe works in partnership with Visa Inc. to enable global Visa payments in more than 200 countries and territories.

For more information, visit our website (, the Visa Vision blog (, and @VisaEuropeNews