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HSBC No Fixed Address Service: Vicious Circle
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Wunderman Thompson UK has created a new campaign for HSBC UK entitled Vicious Circle, which highlights the struggles those who are experiencing homelessness face when they are not able to access the financial system. The campaign is a follow on from previous work the agency has developed to promote HSBC UK's No Fixed Address Service, and its partnership with Shelter, aiming to increase awareness of HSBC’s offering for those without a fixed address. The campaign is headed by a 60' AV spot which dramatises the vicious cycle that people who are homeless get trapped in; not having a fixed address makes it difficult to get a bank account, difficult to get a job, and difficult to get access to benefits. Through HSBC’s charity partnerships and its No Fixed Address service, the bank is helping to break this cycle by helping those without a fixed address get access to a bank account, giving them access to the much-needed financial system. In it, we see a woman on a revolving stage become more isolated as opportunities are closed off to her. The voiceover repeats: “No home? No address. No address? No bank account. No bank account? No job. No job? No home…” as the cycle continues, and the woman becomes more desperate with each revolution. We are plunged into darkness before being told ‘It’s time to break the vicious circle’ and to “Search HSBC No Fixed Address.”
DESIGNERS: Graham Channon, Yoshi Okubo, Bryan Riddle, David Howard, Daryl Yeoman Related
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