HSBC UK: How HSBC UK exposed the strings of financial control

HSBC, a banking brand, delivered specialist training in partnership with Hestia and Says No More to over 4,000 employees and turned all 352 of its UK bank branches into safe spaces in a bid to expose the strings of financial control and help domestic abuse victims.


95% of domestic abuse cases include economic abuse, yet 2/3 of Brits have never considered the link between finance and abuse.

Economic abuse describes situations when abusers take control of their victim's finances, trapping them.

This story shows how we used the bold and disruptive visual metaphor of a puppet to expose the strings of financial control for the first time and then helped victims cut them by turning all of HSBC UK's branches into Safe Spaces. Creating anonymous refuges where victims could seek help. Even if they don't bank with HSBC.

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