When the HSBC NOW editorial team first heard Jennifer’s story, they realised they had found something special. This was an inspiring, personal story interwoven with a message about the bank’s culture.

The editorial team wanted to allow Jennifer and her partner (Sam) the space to tell their own story. The idea was to film interviews away from the office and to show a rounded and honest picture of what it’s like to be gay in Taiwan. Even though HSBC’s diverse and inclusive culture was at the centre of the story, the producers carefully crafted the film so it did not feel ‘corporate’.

By making an honest film that focused on Jennifer’s personal story, the producers hoped to spark a wider conversation about LGBT lives. The goal was to tell an inspiring and moving story which would strike a chord with HSBC’s employees, and with the wider public.

The HSBC NOW team filmed an intimate, sensitive interview with Jennifer and her partner in which they talked directly about the challenges they had faced.

They then filmed the wedding itself; capturing preparations before the event, the moment that the couple walk down the aisle, and the celebrations that followed. They also interviewed friends and colleagues at the event, who expressed their support and happiness.

The style of the film is frank and authentic. The interview was conducted in Jennifer’s home. We see her and her partner in town together. We also see them preparing for their wedding. These insights into her life ground the film, and help the story resonate with viewers. It feels like a love story rather than a corporate film.

The film was released on the HSBC NOW staff intranet on Valentine’s Day and simultaneously posted on YouTube and Twitter.

Initial internal and external viewing figures were strong and viewers gave positive responses.

What happened next was unprecedented for an HSBC film.

Staff members and others began to share the film. It was picked up by media outlets including Mashable, Bored Panda, Daily Mail, The Independent, Huffington Post, Cosmopolitan, Yahoo, Now This, Pink News, and Gay Star News.

- 12,189,756 video views across all online media outlets

- 301,418 shares across all online media outlets

- 1,150,504 video views on the HSBC NOW YouTube channel

The audience reacted warmly to Jennifer’s story:

“Congratulations to the happy couple and the decent co-workers for making this world a better place.” – Molly

“These women are amazingly brave, and CEO John is an amazing person.” - Marlena

This piece of communications worked for HSBC because it spread the message about the bank’s inclusive and diverse culture internally and externally.