Shelter and HSBC unite to highlight homelessness plight

The thought of a major global bank and a homeless charity jumping into bed together might seem incongruous but that it is exactly what HSBC UK and Shelter are doing for a new drive to highlight how financial support can help build resilience to prevent homelessness.

Having recently signed a new multi-year partnership designed to help over a million people at risk of losing their home during the cost-of-living crisis, the partnership aims to boost the capacity of Shelter’s emergency helpline and webchat support and develop digital guidance and tools to build people’s financial resilience.

The ‘Hanging On’ campaign, created by Wunderman Thompson UK, includes a live out-of-home activation at King’s Cross Station, London, featuring an actor climbing a never-ending 3.5-metre rotating wall with the message, “No Home. No Job. No Bank Account…” circling, symbolising the relentless struggle people experiencing homelessness endure.

The activation builds on HSBC UK and Wunderman Thompson UK’s previous ‘No Fixed Address’ campaign launched in 2021, which has helped more than 4,600 people without a fixed home address to open a bank account and rebuild their lives after experiencing homelessness.

HSBC UK head of brand marketing Sarah Mayall said: “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.

“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.”

Wunderman 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.”