What if Cinderella, Sleeping Beauty, and Rapunzel rewrite their stories so that they can live their dreams happily ever after without the help of a charming prince? HSBC Philippines launched a social media campaign where random kids were asked about their future. In line with International Women's Month, this campaign video segued into encouraging the public to read the "Fairer Tales" book story.
Filipinos are known for strongly valuing, prioritising, and cultivating relational bonds, particularly within the family, and most especially with their children. Filipino parents always want the best for their children and want to make sure they work with them hand-in-hand in helping them achieve their dreams and ambitions. This includes playing an important role in providing the right knowledge, education, and skills they need for a financially secure future.
HSBC has built roots in the Philippines for over 143 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 & CEO Graham Fitzgerald. "And 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 the traditional gender roles found in popular fairy tale books a twist where they no longer rely on a prince to save them."
HSBC Philippines launched a social media campaign where random kids were asked about their future, which was the spring board to the campaign. In line with International Women's Month, this video segued into encouraging the public to read the Fairer Tales book story. The book twists 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 the 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.
This video features real kids, capturing their candid and real answers and reactions. What makes it more engaging is it also involved their parents as they see from their child's eyes their kids' aspirations and ambitions. An eye opener for the parents and realization on how they can help make their children's future dreams a reality.