HSBC UK: Vicious circle (no fixed address)

HSBC UK, a bank, partnered with charities to launch its 'no fixed address' service in the UK to help vulnerable people by letting them use charities' addresses as their proof of address.

Campaign Summary

HSBC risked being perceived as a 'big international corporate juggernaut'. If corporate success comes at the expense of locals, communities and smaller economies, then the brand may be completely ignored by the next generation.

To combat this reputational risk, we had to reappraise the bank to one that actions tangible change for good in the UK. In doing so, we discovered that for the HSBC UK audience, helping the homeless is currently the most urgent need in the UK.

Furthermore, without a fixed address of their own, homeless people find it virtually impossible to open a bank account....

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