Banking group HSBC has partnered with homelessness charity Shelter to launch a live out-of-home activation at King’s Cross Station in London.
Created by global agency Wunderman Thompson, the work looks to illustrate how crucial solid financial support can be in building resilience to prevent homelessness.
The move follows the announcement of a multi-year partnership between HSBC and Shelter which has pledged to help over a million people at risk of losing their home due to the ongoing cost-of-living crisis.
“Together with Shelter, we’ve already helped thousands of individuals experiencing homelessness to access a bank account and rebuild their lives, but the cost-of-living crisis requires more of our support than ever,” HSBC UK head of brand marketing, Sarah Mayall said.
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“Through our new partnership, and activations such as this, we hope to reach out to even more people to help them understand the importance of financial resilience and avoid the vicious circle of homelessness before they get to that point.”
The collaboration will look to boost the capacity of the charity’s emergency helpline and webchat support, as wells as building digital guidance and tools to help people develop financial resilience.
Wundermand Thompson UK creative director, Mike Watson, added: ‘When people fall on hard times, they often hope it’s a temporary circumstance, but in reality, without help, it can be hard for them to get back on their feet. This activation brings to life the vicious circle of financial exclusion and shows what Shelter and HSBC UK are doing to help break it.’
Last winter, Shelter released an OOH campaign to raise awareness of the harsh reality facing homeless people at Christmas time, as they battled through sub-zero temperatures and intense loneliness over the festive period.
