Do you feel "out of your depth with debt?" That is the question the Trading Standards Service of South Ayrshire Council are asking the public in South Ayrshire as they launch a major publicity campaign aimed at increasing awareness of their free, impartial, independent and confidential money advice/debt counselling services.

Many of us will lose track of our spending, as credit cards are flourished at every opportunity. Almost everybody is reckoned to have debt of some kind nowadays, whether through a mortgage, credit cards or bank loans.

It's when there is an inability to meet commitments to repay debts that things begin to spiral out of control.

Over the coming months there will be local radio ads, newspapers articles, billboards and leaflets/posters distributed to the local community highlighting the availability of the service which is being offered by the Trading Standards Service - part of the Council's Public Protection and Safety Services.

Launching the campaign at the offices of Trading Standards in River Terrace, Ayr, Councillor Douglas Campbell, Convener of South Ayrshire Council's Community Safety Committee said: "Seeking advice and assistance early is so important when someone has financial problems, but our advisors can help anyone at any stage."

"A similar campaign which we launched last January proved a great success, increasing dramatically the number of people seeking advice from South Ayrshire Trading Standards Service. Advisors dealt with more than 1,100 cases, with debts totalling nearly £7 million - doubling the previous years figures".

He explained further that people from all walks of life seek advice whether unemployed, working, retired or sick.

A sudden change in circumstances can be all it takes for someone to find themselves "sinking in a sea of debt".

No matter how large or small the debt problem appears, help is at hand. Advisors are trained to fully discuss the options available to consumers and if necessary negotiate realistic repayments with creditors.

Most people are embarrassed to make an approach for help, feeling that being unable to cope is something to be ashamed of.

The first step is always the hardest but advisors are sympathetic and professional in their approach to clients.

One client who sought help as a result of last year's publicity campaign said: "The best thing I ever did was contact Trading Standards.

I had buried my head in the sand for so long. No one knew, not even my husband. I could not sleep and dreaded the postman walking up the path with more red letters. It was a nightmare. I could not see any solution. I tried to get one big loan but it would have taken me 15 years to pay it off. I couldn't see any other option and then I received a leaflet from Trading Standards through my door.

Phoning and admitting my problem was the hardest thing I have ever done but the advisor I spoke to was very reassuring and helped me immensely. Eventually repayments were agreed with all my creditors and now I can sleep easy. I would urge anyone in a similar situation to seek help at the first opportunity."

David Thomson, Trading Standards Manager said: "We know that not everyone is aware of the service on offer and either do not seek help or turn to one of the many companies advertising fee paying services or offering consolidation loans. The recurring image throughout the campaign is a lifebelt with a penny coin at its centre surrounded by the message 'We can save you and it won't cost you a penny!' The most important thing for would-be callers interested in our service is that it is free, impartial, independent and confidential!"

In 2004 a major publicity campaign aimed at increasing the public awareness of the free, impartial and confidential help on offer for those in debt was launched in South Ayrshire by the Deputy Minister for the Communities, Mary Mulligan, together with the Leader of South Ayrshire Council, Councillor Andy Hill.

Accompanied by Councillor Hill, Ms Mulligan visited the Council's Trading Standards Advice Centre in Ayr, to learn for herself just how successful the Council has been in helping people in debt.

At the launch of the campaign, Mary Mulligan said: "Debt is a huge difficulty for many people, especially around Christmas. Tackling debt problems early is key to keeping financially afloat. While it's important to seek help when in debt, it's vital to encourage people to seek help when they feel they are at risk of sinking into debt. South Ayrshire has demonstrated a huge commitment to ensuring good access to money advice and I am sure this campaign will help raise awareness further."

Supported by Scottish Executive funding, the already successful special advisory service has been substantially increased.

At the launch, the Leader of South Ayrshire Council, Andy Hill, said: "South Ayrshire Council is committed to providing free, quality consumer, business and money advice.

"I am delighted to say that our advisory services have set a high standard, having scored overall highest in the recent Audit Scotland National Performance Review of Trading Standards.

"Since that report was published we have obtained the Quality Mark Scotland - one of only a handful to have achieved this - and launched our Consumer Support Network to enable wider access and referrals within a network of other advice providers."

Councillor Hill explained: "The additional funding made available by the Scottish Executive as a result of its 'Striking the Balance' proposals enabled the Council to augment our existing team of three specialist advisors and to add a Money Advisor and a Money Advice Development Officer to the Council's Trading Standards Service

"One of the main priorities for our Money Advice Development Officer was to increase public awareness of the free, impartial and confidential help on offer for those in debt.

"So far we have seen our caseloads of 792 clients with a total indebtedness of £3 million rise to 911 clients with a total indebtedness of £ 3.3 million."

David Thomson, Trading Standards Manager within the Council's Department of Development, Safety and Regulation emphasised: "The earlier people seek advice and help the quicker we can attempt to alleviate or resolve their problems.

"However, we know that not everyone is aware of the service on offer and either do not seek help or turn to one of the many companies advertising fee paying services or offering consolidation loans.

"Our efforts to raise awareness will culminate this year in a sustained campaign, launched today, that will cover the whole of South Ayrshire but specifically will target the two Social Inclusion Partnership areas of North Ayr and Girvan."

The recurring image throughout the campaign is a lifebelt with a penny coin at its centre surrounded by the message "Sinking in a sea of debt?" … "We can save you - and it won't cost you a penny."

Said Councillor Andy Hill: "This image is designed to reassure people that no matter what stage they are at with their debts, the Council can help.

"It will also raise awareness of an alternative to money management providers in the private sector which can be costly."

The promotional campaign will include advertising on the sides of local buses, posters, Press advertising and leaflets plus cards, outlining our services, and dispensers sent to all solicitors and financial advisors to raise awareness and to enable clients with consumer or debt problems to be referred to the Trading Standards Advice Centre as quickly as possible.

The campaign leaflets point out that "anyone can have money problems as most of us use credit." And the publicity material emphasises: "It doesn't matter whether you have a high or low income, are working or unemployed, a pensioner or a student, debt can and often does affect us all."

What kind of debt? The campaign explains that help can be provided to deal with all types of debt including: rent and mortgage arrears, council tax, personal loans, hire purchase agreements, credit cards, store cards and catalogues.

Said David Thomson: "The service which the Trading Standards Service can provide includes advising on how to manage debt, contacting the people to whom money is owed, negotiating reduced payments, and organising a debt repayment plan of agreed payments.

"We can represent people in court and get time to pay, and we can give advice on attachments and earnings arrestment.

"And the most important thing for would-be callers interested in our service is that it is FREE!"