The ‘TSB Local Pride’ campaign brings to life how TSB is actively and positively enabling people to help people by supporting local community causes. The campaign raises the profile of extraordinary people who with TSB’s support, are working together as a force for good.
The campaign was created by expert storytellers ITN Productions in collaboration with ITV and content agency The StoryLab. We wanted to engage people with TSB’s community work, through telling the individual, emotive stories of those it has touched. The campaign consists of a suite of real-life films (90”) of local causes who are also past ‘Pride of Britain’ winners’:
• In Birmingham, we discover the inspirational story of Randhir and the MLSS, who serve free hot meals to thousands of vulnerable people every day.
• In Aberdeen, we explore how the unique initiative Streetsport is enhancing the lives of young people.
• In Newcastle, we discover the quirky and heart-warming story of one elderly community’s therapeutic companions, hens from HenPower.
• Whilst in Bristol, we discover how Flamingo Chicks is giving children with disabilities the opportunity to dance.
The campaign was supported by ITV, in a fully integrated content partnership which built a bedrock of trust and longevity underpinning our Local Pride campaign. The ITV partnership acted as a trusted voice bringing on-screen stature and an additional 6 million exposures via the highly emotive films.