HSBC UK⎯ The Local Heroes
Celebrating the frontline workers who held communities together
Tech & Finance
Brief
HSBC UK partnered with us to bring “The Local Heroes” campaign to life — a heartfelt initiative recognising frontline workers who showed extraordinary resilience during the toughest moments of the pandemic. The goal was to spotlight the essential contributions of African, Caribbean, and Indian key workers, whose strength and service kept communities moving when everything else had stopped.
Strategy
Our strategy was built around culturally tailored storytelling that acknowledged these workers in the spaces where their voices are strongest. While print and radio formed the core of the communication, we expanded the approach with community-led digital content, social spotlights, and hyper-local engagement across multicultural platforms. This allowed us to elevate their stories, amplify gratitude, and ensure each community saw themselves represented.
Results
We partnered with leading African, Caribbean, and Indian media outlets to deliver emotionally resonant messaging, from editorial features to radio tributes and digital shout-outs. Social stories highlighting real key workers were shared across community channels, creating a stream of authentic recognition that extended beyond traditional media. The campaign became a unifying message of appreciation from HSBC UK to the communities they serve.
3.4M+
Impressions across multicultural print, radio, and digital channels.
1.1M+
Video and social engagements, driven by community tributes and shareable digital content.
20%
Uplift in positive brand sentiment among African, Caribbean, and Indian audiences.
More Works
(MRA — 02)
©2024
HSBC UK⎯ The Local Heroes
Celebrating the frontline workers who held communities together
Tech & Finance
Brief
HSBC UK partnered with us to bring “The Local Heroes” campaign to life — a heartfelt initiative recognising frontline workers who showed extraordinary resilience during the toughest moments of the pandemic. The goal was to spotlight the essential contributions of African, Caribbean, and Indian key workers, whose strength and service kept communities moving when everything else had stopped.
Strategy
Our strategy was built around culturally tailored storytelling that acknowledged these workers in the spaces where their voices are strongest. While print and radio formed the core of the communication, we expanded the approach with community-led digital content, social spotlights, and hyper-local engagement across multicultural platforms. This allowed us to elevate their stories, amplify gratitude, and ensure each community saw themselves represented.
Results
We partnered with leading African, Caribbean, and Indian media outlets to deliver emotionally resonant messaging, from editorial features to radio tributes and digital shout-outs. Social stories highlighting real key workers were shared across community channels, creating a stream of authentic recognition that extended beyond traditional media. The campaign became a unifying message of appreciation from HSBC UK to the communities they serve.
3.4M+
Impressions across multicultural print, radio, and digital channels.
1.1M+
Video and social engagements, driven by community tributes and shareable digital content.
20%
Uplift in positive brand sentiment among African, Caribbean, and Indian audiences.
More Works
(MRA — 02)
©2024
HSBC UK⎯ The Local Heroes
Celebrating the frontline workers who held communities together
Tech & Finance
Brief
HSBC UK partnered with us to bring “The Local Heroes” campaign to life — a heartfelt initiative recognising frontline workers who showed extraordinary resilience during the toughest moments of the pandemic. The goal was to spotlight the essential contributions of African, Caribbean, and Indian key workers, whose strength and service kept communities moving when everything else had stopped.
Strategy
Our strategy was built around culturally tailored storytelling that acknowledged these workers in the spaces where their voices are strongest. While print and radio formed the core of the communication, we expanded the approach with community-led digital content, social spotlights, and hyper-local engagement across multicultural platforms. This allowed us to elevate their stories, amplify gratitude, and ensure each community saw themselves represented.
Results
We partnered with leading African, Caribbean, and Indian media outlets to deliver emotionally resonant messaging, from editorial features to radio tributes and digital shout-outs. Social stories highlighting real key workers were shared across community channels, creating a stream of authentic recognition that extended beyond traditional media. The campaign became a unifying message of appreciation from HSBC UK to the communities they serve.
3.4M+
Impressions across multicultural print, radio, and digital channels.
1.1M+
Video and social engagements, driven by community tributes and shareable digital content.
20%
Uplift in positive brand sentiment among African, Caribbean, and Indian audiences.
More Works
©2024