Campaign Spotlight

Campaign Spotlight: Standard Chartered empowers youth by tackling inequality in campaign by TBWA\Singapore

SINGAPORE — In line with British multinational banking and financial services company Standard Chartered’s commitment to building a more sustainable and equitable future, the bank releases its latest “Lifting Participation” brand campaign, which shares the Bank’s story of supporting and nurturing over 650,000 young people from low-income communities, inspiring and empowering them to learn, earn and grow.

The story has been brought to life by creative global agency TBWA\Singapore and production company Sweetshop.



Studies have shown community disparities can cause an imbalance in life chances and individual outcomes, and it has been well-documented that the Covid-19 pandemic and climate change have exacerbated the challenges surrounding inequality. Changes to the labor market have also had a disproportionate impact on marginalized groups within our communities, especially young people, women, and people with disabilities.

For these reasons, Futuremakers by Standard Chartered for the last three years has brought stakeholders together to build partnerships, which have created opportunities for young people across (Number of Markets) living in low-income communities.

With rising inequality bringing new divides to light, the TBWA\Backslash Asia Team also identified the “Gap Collapse” as the next big market opportunity to re-balance the scales by unlocking access. Aligning with Standard Chartered’s long-term ambitions for driving change in financial inclusion where it matters most, TBWA\Singapore created the “Lifting Participation” campaign to spread one of the Bank’s beliefs that “how you start in life shouldn’t determine what you do in the future.”

“We wanted to inspire and educate the Bank’s target audiences on how Standard Chartered is taking actionable steps to live up to its brand promise to be here for good. Futuremakers, our global initiative to tackle inequality by promoting greater economic inclusion in our markets, is working towards empowering our vulnerable youth and helping to provide them equal opportunities,” said Sarah Hagan, global head, corporate affairs, Standard Chartered Bank.

Joshua H Walker, director at Sweetshop said, “This campaign acknowledges the industrial and social issues currently plaguing our world, and creatively chooses to instill hope and optimism for tomorrow. From our very first scene in the film, our approach unearths an alternative way of looking at the world, where the positive and the magical beauty live inside the negative. We never deny the problem; instead, we look at it from a new perspective – the potential for magic and change.”

“Using a sense of magical surrealism as a visual technique, it shows how Standard Chartered always sees potential for positive and empowering change even in the hard circumstances faced by low-income communities around the world,” said Asheen Naidu, global creative director, TBWA\Singapore.

Using a stunning visual merger technique, the sometimes harsh realities of the world are mixed with surreal glimpses of hope to depict the potential for a better tomorrow and to empower young people around the world. Combined with a track and voiceover that explains the actionable steps that Standard Chartered is taking, it strives to bring forth a positive and uplifting rallying call for a better future to come.

The Gap collapse is just one of 36 global cultural shifts identified in TBWA Backslash’s 2022 Edges Report. Get the full report here.


Client: Standard Chartered Bank
Creative Agency: TBWA\Singapore
Production: Sweetshop

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