HSBC UK and Emma Raducanu have joined forces to re-tell classic fairy tales with a twist to educate the next generation about personal and financial resilience.
Through the bank’s ‘Fairer Tales’ initiative, the tennis star will look to help children feel more confident in their financial futures through the re-telling of Cinderella, Sleeping Beauty and Rapunzel – who will all use their financial nous to solve their problems and save the day.
HSBC will look to harness Raducanu’s star power to set a positive example to young children – pushing them to believe in themselves and to achieve their own personal goals.
“I’d like to think the ability to dream big, imagine and work hard to achieve the things I love, came from inspiration in my childhood,” Raducanu said.
“I hope girls and boys across the UK join me in reading and enjoying these new adventures featured in ‘Fairer Tales’ to achieve amazing things, helping build their independence by learning about financial literacy.”
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Prompted by research that indicates an increasing desire for financial literacy among younger generations, with 51% of those aged 6-14 feeling it is important to save money for the future, and over 55% of both boys and girls believing that it is crucial to learn about money management, the need for such campaigns is clear.
Developed by Weber Shandwick’s That Lot agency, the new campaign will see HSBC offer hard copies of ‘Fairer Tales’ to over 900 schools up and down the country.
HSBC UK head of brand marketing, Sarah Mayall added: “We’re committed to empowering children and helping them take control of their financial futures.
“In collaboration with Emma, we are excited to announce the launch of ‘Fairer Tales’ in 2023, supporting the next generation of children across the country to achieve their ambitions and learn about personal and financial resilience.”
