Standard Chartered
(StanChart) has launched an international advertising campaign with
the aim of demonstrating the bank’s ‘Here for good’ brand
promise across TV,
print, outdoor and digital platforms.

The campaign reportedly illustrates how
StanChart’s
“continued support for trade” has a direct impact on individuals
across the bank’s network in Asia, Africa and the Middle East.

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The new campaign also calls on consumers to
visit the official webpage and tell StanChart which issues are
really affecting their lives so that the lender can “understand how
it can deliver on its commitment to enhancing the communities in
which it operates”.

Claire Fedder, head of brand at StanChart, said:

“This campaign goes further than merely
putting our logo on TV and billboards. We want to affect real
change in the communities where we operate, and in this way,
deliver on our ‘Here for good’ brand promise.

“To this end, we are encouraging people to
visit our website and tell us what’s most important to them. This
will help us create a digital barometer, which will enable us to
demonstrate how we are listening and to provide examples of where
we positively contribute in those areas.”

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According to the lender, using a montage of
scenes from the daily lives of four inhabitants of Dubai, Mumbai,
Nairobi and Taipei, the ad campaign aims to deliver the message of
how StanChart’s
“ongoing support for trade throughout the financial crisis and
beyond has allowed companies to continue doing business, employ
people, and stimulate the economies in which they operate”.

The campaign has been produced for
StanChart by New
York-headquartered advertising agency TWBA.