LLOYDS BANK - FOR YOUR NEXT STEP

IN 2016, LLOYDS BANK LAUNCHED A NEW TV AD­VER­TIS­ING CAM­PAIGN WHICH DEMON­STRATED HOW IT GIVES CUS­TOMERS FI­NAN­CIAL CON­FI­DENCE TO TAKE THE NEXT STEPS IN THEIR LIVES

Pride Life Magazine - - SPONSORED FEATURE -

It fol­lowed on from last year’s 250 an­niver­sary cam­paign and con­tin­ued to fea­ture the iconic black horse as well as in­tro­duc­ing a new strapline, “For your next step.” Cen­tral to the new cam­paign was a 60-sec­ond film de­pict­ing real life sce­nar­ios such as mar­riage, a fu­neral, or a child’s first day of school. Shot in su­per slow mo­tion, the horse was seen gal­lop­ing through the dif­fer­ent sce­nar­ios as they un­folded.

One of those sce­nar­ios was a male cou­ple cel­e­brat­ing their en­gage­ment. Lloyds Bank­ing Group (of which Lloyds Bank is a part) has long been com­mit­ted to sup­port­ing the LGBT com­mu­nity. It was the first fi­nan­cial ser­vices com­pany in the UK to fea­ture a same-sex cou­ple in an ad­vert in 2010.

Cather­ine Ke­hoe, Man­ag­ing Di­rec­tor - Group Brands and Mar­ket­ing - said at the time: “The new cam­paign builds on the phe­nom­e­nal suc­cess of the 250th an­niver­sary cam­paign, show­ing how we’ll al­ways be by our cus­tomers’ side, giv­ing them the fi­nan­cial con­fi­dence to take their next step. We’ve adopted a con­tem­po­rary and dis­tinc­tive ap­proach, fo­cus­ing on the di­verse and some­times chal­leng­ing mo­ments in the lives of our cus­tomers to­day.”

This overt sup­port of the LGBT com­mu­nity be­came a beacon for cus­tomers and col­leagues dur­ing 2016 and into 2017 as Lloyds Bank­ing Group con­tin­ued to build its rep­u­ta­tion as an LGBT em­ployer of choice. The Group has stood firm in its com­mit­ment to sup­port, not just the LGBT com­mu­nity, but all cus­tomers, who­ever they are and what­ever hand life deals them.

“We had hoped that the cam­paign would res­onate with our LGBT col­leagues and

cus­tomers, but we had no idea that it would get such a pos­i­tive re­cep­tion from both the LGBT and non-LGBT com­mu­ni­ties,” Shane Dickinson, Cus­tomer Ad­vo­cacy Di­rec­tor of the Group’s LGBT col­league net­work, Rain­bow, said.

“The Group has al­ways had a very sup­port­ive stance in re­gard to the LGBT com­mu­nity, but this cam­paign took that to the next level. Both cus­tomers and col­leagues within the LGBT com­mu­nity have been in­cred­i­bly com­pli­men­tary about the cam­paign” he con­tin­ues, “and I was in­cred­i­bly proud to see it all over the coun­try”.

The cam­paign formed part of the ev­i­dence that Lloyds Bank­ing Group sub­mit­ted as part of the Stonewall Work­place In­dex, in which the Group took the top spot in Jan­uary as the Top Em­ployer in the English, Welsh and Scot­tish in­dices. In ad­di­tion, the Group sup­ported nine Pride events across the UK in 2016 (adding four more events to the 2015 tally), in which over 1000 col­leagues took part, some march­ing with the “He Said Yes” ban­ner fly­ing proudly.

“There is a small army of peo­ple who give their time and ex­per­tise, on top of their day to day roles, to sup­port what Rain­bow, our col­league net­work, does. Or­gan­is­ing the Pride events is a mas­sive un­der­tak­ing and we couldn’t do it with­out all our col­leagues’ sup­port and our se­nior lead­ers’ back­ing,” Dickinson goes on to say.

Karin Cook, Group Di­rec­tor, Group Op­er­a­tions and Sex­ual Ori­en­ta­tion and Gen­der Iden­tity ex­ec­u­tive spon­sor said: “We are de­lighted to be recog­nised as Stonewall’s top UK em­ployer for Les­bian, Gay, Bi­sex­ual and Trans­gen­der col­leagues. I am per­son­ally very proud of the gen­uine com­mit­ment I have seen in so many col­leagues around the coun­try to make Lloyds Bank­ing Group a place where ev­ery­one can bring their whole self to work – this award isn’t just for the Group, it’s for our col­leagues and all they have done.

“It’s my aim to en­sure Lloyds Bank­ing Group pro­vides an in­clu­sive en­vi­ron­ment for all our col­leagues and cus­tomers and this award is con­fir­ma­tion we’re on the right track to achieve this.”

“Or­gan­is­ing the Pride events is a mas­sive un­der­tak­ing and we couldn’t do it with­out all our col­leagues’ sup­port and our se­nior lead­ers’ back­ing”

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