HSBC UK appointed advertising agency Wunderman Thompson to produce campaign which carries the message, “When an abuser controls your finances, they control you,” raising awareness of the Safe Spaces scheme by showing the shocking link between financial and domestic abuse.
The campaign is part of a wider awareness drive of the ways the bank can help people regain financial independence and take back control of their lives. It aims to raise awareness of the struggles faced by those experiencing financial abuse, explaining that a lack of access to funds or not having a bank account should never be a barrier to escaping an abusive relationship and finding a safe place to live. Economic abuse is an acknowledged form of domestic abuse and can be used as a tool to trap a person and render them even more powerless by taking control of their finances.
A ‘live’ billboard event took place in Spitalfields Market, London on the 14th-15th June, bringing to life campaign message with a performer being ‘controlled by strings’ from the billboard above.
HSBC recently adopted UK Says No More’s Safe Spaces initiative as part of their commitment to supporting the most vulnerable in society.
Sue Harper, Head of Domestic Abuse Prevention at Hestia said:
“We are delighted to support HSBC UK with this campaign. Raising awareness of economic abuse, which is an acknowledged form of domestic abuse is an urgent matter as it occurs in 95% of domestic abuse situations. Support is there for anyone who needs it.”
Sarah Mayall, Head of Brand Marketing at HSBC UK said:
“Escaping an abusive relationship isn’t as simple as walking out of the door. We’re proud to be playing a part in helping people experiencing abuse to take a step towards financial independence by providing a Safe Space at all HSBC UK branches. Through this campaign we hope to raise awareness of the service and the shocking link between domestic and economic abuse.”
Mike Watson, Creative Director at Wunderman Thompson UK, said:
“Having worked with HSBC UK on the Vicious Circle campaign and seen the impact that’s had on so many real people, we’re proud to work on this latest campaign in support of people experiencing financial abuse. The bold creative execution, paired with the shocking stats around economic abuse, aims to convey the level of control that the abuser holds over their victims.”
HSBC UK’s existing “No Fixed Address” service, which allows people without a permanent address to open a basic bank account, can also help people who have fled an abusive situation but do not yet have a permanent residence.
People experiencing domestic abuse can now walk into any of HSBC UK’s branches and access a safe space where they can seek specialist support and advice.