HSBC - "The Homeless Bank Account"

Wunderman Thompson UK

Wunderman Thompson UK London, United Kingdom

8357

Title	The Homeless Bank Account
Agency	Wunderman Thompson UK
Campaign	The Homeless Bank Account
Advertiser	HSBC
Brand	HSBC
Posted	May 2021
Business Sector	Banking, Finance, Law & Insurance
Story	Traditionally, banks require photo identification and proof of address to open an account. But these are documents that many homeless people may no longer have. So, the way in which society’s financial system has been designed means that once you’ve fallen out of it, it’s incredibly hard to find your way back in.At HSBC UK branches, people without a fixed address can now open a bank account using a participating charity’s address as their proof of identity (as long as they are accompanied by a charity caseworker that is). This partnership allows the homeless to reconnect with society and helps break the cycle of financial exclusion.To raise awareness of the service we took to the streets using data to pinpoint locations with the highest levels of homelessness that were also in close proximity to an HSBC UK branch that offered the service.
Media Type	Case Study
Length	128 seconds
Account Executive	Amirah Hajat
Creative Team	Craig Hunt
Strategist	Eleanor Metcalf
Designer	Graham Channon
Creative Team	James Humphreys
Business Director	Claire Chislett
Account Director	Luke Thornton
Account Manager	Olivia Taylor
Strategy Director	Omar El Gammal
Production Company Producer	Tom Lawrence
Designer	Bryan Riddle