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Traditionally, banks require photo identification and proof of address to open an account. But these are documents that many homeless people may no longer have. In other words, how society’s financial system has been designed means that once you’ve fallen out of it, it’s incredibly hard to find your way back in. HSBC UK partnered with Shelter to create the No Fixed Address service. A campaign to give the homeless bank accounts, using the charity’s address as proof of identification. What started in 2 branches is now in 88, with more than 70 charities signed up to serve as proof of identity.

To raise awareness amongst those who may need the service and those who might be in a position to help, we used out of home footfall data in 5 cities to target sites based on the rate of homelessness in the area, as well as their proximity to an HSBC UK branch that offered the No Fixed Address service.