HSBC Postcodes
Financial exclusion creates a cycle. When you have no address, you can't have a bank account. Which makes it harder to get a job, receive benefits and afford a home.
HSBC UK wanted to break this cycle, so we created a campaign to provide bank accounts for the homeless (which works by using local charities’ registers and addresses on the bank application forms).
Campaign Launch • Piccadilly Lights takeover
Over 320.000 people in the UK are homeless. A number so big that it can be hard to relate to.
But we noticed that the issue feels more real when you become aware that it's happening so close to you. So we used data to create hyper localised ads across the UK.
Using the famous London street postcode signs as a design inspiration for our comms.
Our OOH campaign pinpoints the exact number of homeless people around specific areas, which suddenly makes the statistic much more relevant to locals.
Geo-targeting on Instagram Stories, with messages tailored according to the viewer’s location and allowing donation to relevant NGOs.
