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The UK's Conservative party has launched an online campaign against consumer debt, featuring an odious overspending character they dub "the inner tosser".

Created by Karmarama, the Sort-it website includes money-saving tips and a mini manifesto on fiscal responsibility. A short video features a flash, suited American encouraging an English shopper to overspend on consumer items from shoes to a sports car.

"Go on, get it," he repeats, before a voiceover intones: "Inside all of us, lives a conniving, dirty little parasite - ignore the tosser inside of you, take control of your money."

The site also includes a "tosser test" and a monthly planner to help citizens avoid debt, which has reached £1.2 trillian according to November figures.

Karmarama creative director David Buonaguidi told Brand Republic: "The Tosser Inside is a wake-up call designed to appeal to an audience that usually screens out this sort of message. And by posting this film online, we've cut out the need to toss away millions on media spend."

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Published 23 November, 2006 by Robert Andrews

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