Cash-strapped consumers have been reduced to borrowing money at ridiculous rates of interest whilst 'payday loans' companies have cashed in due to the credit crunch. But there is opposition.

A hard-hitting Payday Loan Danger Day campaign, led by Coast & Country, a social housing provider in Tees Valley in the North East of England, reached a substantial percentage of people living in the area.

The message they are putting out is that cash-strapped households should steer clear of payday loans, warning that 'there are 'some sharks you can't see coming'.

Talking directly to local people, advertising on vans which toured the area, text messaging, newsletters and business cards were also distributed throughout the district and helped to ensure the message reached as many as possible.

Coast & Country has announced that its campaign against payday loans will continue.