HSBC launches documentary-style film on social to support Pride

HSBC launched a campaign to explore progress within, and drive support of, the LGBT+ community ahead of this year’s London Pride Parade on Saturday 8th July.

Working with socially-led creative agency We Are Social, HSBC will share a documentary-style film on its Facebook, Snapchat and Twitter profiles. Produced by Firecracker and directed by Trunk, the film looks at where Pride came from, what society was like for the LGBT+ community during that time and how change has come about since the 1970s. It examines the progress that has been made, the changes society has gone through and questions what still needs to be done for LGBT+ rights.

The film features two men with very different Pride experiences. Andrew Lumsden, 75, is prominent activist who attended the first Pride march in 1972. 23 year old Jamie Raines is a well-known vlogger who transitioned from female to male aged 17, and attended Pride for the first time last year.

The film has an authentic, documentary-style look and feel. It starts in each contributor’s home as they prepare to leave for the 2017 Pride London march, then follows each one’s Pride experience, looking at parallels and contrasts.

Short extracts from the hero film will be shared across HSBC UK’s social platforms, highlighting some of the most impactful quotes from the contributors. Targeted paid media, managed by Mindshare, will help spread the reach of the content.  

Jag Sharma, social media marketing manager from HSBC said: “As an attendee at the first ever Pride march, Andrew has lived through a huge period of change. His insights and experiences as someone at the centre of this are fascinating. Jamie brings a whole new perspective to the table as someone who’s grown up in a more open society that poses its own set of challenges. We hope this film will give audiences an authentic insight into what’s become an incredibly important event, and symbol of change, for the LGBT+ community.”

Cairen Harry, account director, We Are Social said: “HSBC is a known champion of diversity, and consistently features in Stonewall’s top 100 employers. This film will highlight HSBC’s support of Pride and tell the stories of two fascinating people, each of whom has helped affect change within society in their own way.”


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