PHD UK has picked up Gold in the National Social Impact category for its HSBC UK campaign, ‘Addressing the No Fixed Address problem’, alongside the biggest prize of the night – the Grand Prix, which saw the agency gifted with £100,000 worth of media space to use across Clear Channel’s UK screens.
PHD UK and HSBC’s campaign used creative media to raise awareness and draw attention to the cycle of financial exclusion perpetuated within homelessness. Without a home, it’s hard to open a bank account; and without a bank account, you have no safe space to keep money and difficulty accessing government benefits and wages.
To remove these barriers and break this cycle, HSBC UK offers a “No Fixed Address” service, partnering with charities – including Shelter – who then act as the applicants’ home address.
The Grand Prix is the latest in a long line for this campaign, including Gold in Financial Services at the Campaign Media Awards, Silver at The Internationalist Awards for Innovation in Media for Local Market campaigns, and a Bronze for Creative Use of Media at the Festival of Media Global Awards.
The Outdoor Media Award classifications were revamped in 2020 and span creative, planning, effectiveness, a platform for good and talent. Golds, silvers and bronzes were awarded in each category, and the Grand Prix selected from the category winners.
See full results of 2021 awards here.
