I know money lenders aren't a great category, however, Provident were arguably one of the better ones (slightly). And they have helped people get small loans when often they'd nowhere else to go.
They ceased trading in 2023, but they did write off people's remaining loans instead of passing them on (proof below).
This was a TV ad pitched to them back in 2015. It wasn't successful, but it's just to show the type of ad I can create.
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