Emma Raducanu serves financial literacy for children in new HSBC UK campaign

• Grand Slam winner narrates ‘Fairer Tales’, for girls and boys to feel confident in their financial futures
• Over 900 schools to receive physical copies of fairy tales with expanded social awareness campaign

Today, HSBC UK, alongside inspirational Grand Slam-winner Emma Raducanu, launches a re-telling of classic fairy tales to educate on personal and financial resilience.

Through ‘Fairer Tales’’ – the reimagined fairy tales of Cinderella, Sleeping Beauty and Rapunzel, who use their financial knowledge to solve their problems and save themselves – HSBC aims to set a positive example for young boys and girls about how to achieve goals on their own.

This comes, as new research from HSBC UK has identified a generation of young savers who are interested in becoming more financially literate. More than half of youngsters (51%) aged 6-14 feel it is important to save money for the future, with 55% aspiring to own a house, according to the survey conducted by YouGov on behalf of HSBC UK.

The research also revealed differences in attitudes towards finances between boys and girls; two thirds (66%) of girls think it’s crucial to learn about money management compared to 58% of boys, but over half (52%) of boys said they wanted to be rich when they grow up versus just 39% of girls.

In this cultural landscape, HSBC UK is relaunching its children’s book ‘Fairer Tales’ with the help of two Emma’s – one, a US Open Tennis Champion and Emma Dodd, an award-winning children’s author, as bedtime can play a key part in shaping attitudes that can last a lifetime.

With a new special foreword written by Emma Raducanu, the set of stories is available as a digital book on HSBC UK’s website. The Tennis champion has also recorded a special video version narrating the three tales alongside her tennis ball friend “Ace”, launching on YouTube.

As part of the new campaign, hard copies will also be given out to over 900 schools across the UK, to help continue building a generation of boys and girls who feel confident in their financial future.

US Open Tennis Champion and HSBC Brand Ambassador, Emma Raducanu said: “I’d like to think the ability to dream big, imagine and work hard to achieve the things I love, came from inspiration in my childhood. I hope girls and boys across the UK join me in reading and enjoying these new adventures featured in ‘Fairer Tales’ to achieve amazing things, helping build their independence by learning about financial literacy.”

Sarah Mayall, Head of Brand Marketing at HSBC UK added: “We’re committed to empowering children and helping them take control of their financial futures. In collaboration with Emma, we are excited to announce the launch of ‘Fairer Tales’ in 2023, supporting the next generation of children across the country to achieve their ambitions and learn about personal and financial resilience”.

Created in partnership with That Lot, The Weber Shandwick Collective’s Creative Social Agency, Fairer Tales’ hero video and digital book will be supported with social content delivered across TikTok, Instagram, YouTube and Pinterest encouraging parents to sit and watch the campaign with their children.

Source: That Lot, The Weber Shandwick Collective

  Advertising, Campaign, Emma Raducanu, HSBC UK, Marketing, That Lot, The Weber Shandwick Collective