Creative agency Wunderman Thompson UK and HSBC have launched a thought-provoking ad as the second instalment in their Financial Abuse awareness campaign.
In this latest spot, the plight of people trapped in economically abusive relationships is brought to light – in one of the most common forms of domestic abuse, a partner controls and restricts their victim’s financial independence.
The new ad aims to raise awareness around the bank’s ‘UK says no more’ campaign in partnership with domestic abuse charity Hestia, offering those trapped in financially abusive relationships expert guidance and counselling, with employees specially-trained to help victims regain financial independence.
“Escaping an abusive relationship isn’t as simple as walking out of the door – something our hard-hitting ‘Financial Abuse’’ film brings to life,” HSBC UK chief marketing officer, Becky Moffat said.
“Victims need financial independence to help them build a new life and we’re proud to be able to offer that first step at every one of our HSBC UK branches.
She continued: “We hope to build awareness of the link between domestic violence and economic abuse and control, offering our services to those who need it through targeted placements to spread this message as far as possible.”
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Spearheaded by the 30-second film, the campaign will also be rolled out across online and on-demand video, with dynamic ads directing viewers to their nearest HSBC branch.
Supporting activity will also be pushed out across radio and out-of-home locations, which will include scannable QR codes offering help and advice.
Wunderman Thompson UK creative director, Mike Watson added: “Financial abuse is one of the most sinister forms of control. Without access to money, there’s nowhere to go. It’s one of the main reasons people return to an abusive partner.
“We wanted to highlight the importance of being financially independent while promoting the services HSBC offers that can help people regains theirs. We hope our campaign helps give as many people as possible a way out of these coercive relationships.”
