“The anthropomorphized rodent fronts an advertising campaign, costing a reported £20 million ($27 million) over the next three years, in support of the government-backed "Invest for the Future" initiative.”

“The campaign, launched last Thursday, is supported by the industry's biggest names, including Hargreaves Lansdown, Britain's largest savings and investments platform and St James's Place, its biggest wealth manager.”

“Others involved include insurers Aviva and Legal & General; Barclays, NatWest, HSBC U.K. and Lloyds, the "big four" commercial banks; asset managers Schroders and Jupiter; Alliance Witan, one of the U.K.'s oldest investment trusts; the London Stock Exchange and some big U.S. names with a strong U.K. presence, including Fidelity, JP Morgan Personal Investing and Vanguard.”

“The campaign cites findings from the Financial Conduct Authority, the financial regulator, that around 7 million adults hold more than £10,000 in cash savings that could be put to better use in the market.”

“Sasha Wiggins, chief executive of Private Bank and Wealth Management at Barclays and the campaign's chair”

“Nigel Lawson, Thatcher's chancellor (finance minister) from 1983 to 1989, provided further encouragement when, in 1986, he launched the Personal Equity Plan (later replaced by the Individual Savings Account)”