Crisis + Lloyds Banking Group

Context

Crisis, the UK’s national charity for homeless people, formed a strategic partnership with Lloyds Banking Group to combat homelessness. This collaboration required compelling communications to engage employees and demonstrate the real-world impact of corporate social responsibility initiatives.

The challenge

Hope, as a charity marketing agency, needed to create communications that would inspire Lloyds Banking Group employees to actively participate in fundraising efforts while clearly illustrating how their involvement translates to tangible outcomes for people experiencing homelessness.

Our solution

We developed a comprehensive communications approach that brings the partnership to life through action-oriented materials:

• Reimagined “Challenge 100” campaign materials that frame corporate fundraising as a creative competition, fostering innovation and teamwork among Lloyds employees

• Communications for the ambitious 2025 City Walks program spanning 12 UK cities, designed to maximize participation and fundraising

• Compelling visual storytelling that directly connects employee involvement with Crisis’s frontline work

The communications clearly demonstrate the journey from corporate social responsibility to real-world impact, helping employees understand how their participation creates pathways out of homelessness while strengthening the evolving partnership between Crisis and Lloyds Banking Group.