Standard Chartered has launched an international advertising campaign encompassing TV, print, outdoor and digital to reinforce the bank’s commitment to making a positive impact on the communities in which it operates.

The campaign steps up a level in the country with the broadcast of a new TV advert which illustrates how Standard Chartered’s continued support for trade has impacted on individuals across the Bank’s network in Asia, Africa and the Middle East.

The campaign, which demonstrates Standard Chartered’s ‘Here for good brand promise’, also calls on people to visit the campaign microsite on Standard Chartered’s website and tell the Bank issues really affecting their lives. In this way, the Bank hopes to understand how it can deliver on its commitment to enhancing the communities in which it operates.

The TV advert will be broadcast internationally on CNN, BBC, Discovery and TLC, as well as on major local channels in nine of Standard Chartered’s markets, including: Bangladesh, China, India, Indonesia, Malaysia, Nigeria, Taiwan Thailand and the UAE.

Through a montage of scenes from the daily lives of four inhabitants of Dubai, Mumbai, Nairobi and Taipei, it shows how Standard Chartered’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.

“This campaign goes further than merely putting our logo on TV and billboards,” says Claire Fedder, Head of Brand at Standard Chartered.

“We want to affect real change in the communities where we operate, and in this way, deliver on our Here for good brand promise.