Saving for a happy ever after
Filipino parents always want the best for their children and want to provide them with the right knowledge, including skills they need for a financially secure future.
HSBC has been in the Philippines for over 140 years and has invested in the Filipino people. “We care for the Filipinos and the future of every child in the Philippines,” says HSBC president and CEO Graham FitzGerald.
“This is why we are bringing to the Philippines a global project commissioned in the UK, where award-winning children’s book author Emma Dodd took traditional gender roles found in popular fairy tales and added a twist where [ female characters] no longer rely on a prince to save them.”
HSBC Philippines launched a social media campaign where random kids were asked about their future. In line with International Women’s Month, this video segued to encouraging the public to read the “Fairer Tales” book story.
The book tweaks the traditional fairy tales of Cinderella, Sleeping Beauty and Rapunzel so that the princesses no longer rely on Prince Charming to save
them. Instead, it’s their financial acumen that gets them through, setting a positive example for both young girls and boys about their potential to achieve their financial goals themselves.
The video features real kids, capturing their candid answers and reactions. It was also used in advertisements in select premium cinemas.
To complement the video campaign, HSBC Philippines hosted a Family Day for HSBC staff with a children’s party theme, and invited Premier clients and their children to a children’s party at HSBC Bonifacio Global City and Alabang branches. Kids snacked and listened to the “Fairer Tales” book read to them by modern-day princesses. Games on how to save and grow savings were also enjoyed by the kids, who were shown how to deposit their “saved cash” in HSBC machines.
When young people understand how to manage money, they are equipped with a skill that is key to making their dreams a reality.