HSBC: The Homeless Bank Account

HSBC, a banking brand, helped homeless people in the UK open bank accounts by getting its branches to allow them to open an account using a participating charity's address as their proof of identity.

Campaign details

Agency: Wunderman Thompson UKClient: HSBC UKCampaign Name: The Homeless Bank Account

Without a fixed address, homeless people find themselves in a lose-lose situation where its impossible to open a bank account.

Without a bank account they can't claim benefits, it's harder to secure a job, which makes it harder to find a home.

A vicious circle needed to be broken.

Strategy

Rates of homelessness in the UK have skyrocketed in the past decade.

The pandemic has also inflicted enormous economic hardship - here, an additional 70,000 households have been made homeless since Covid-19...

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