As a Founding Partner of Project Everyone, Standard Chartered Bank supported the ‘Tell Everyone’ campaign across their employee and customer networks, as well as leveraging their sponsorship of Liverpool FC to incredible effect.
This co-branded activity began with a film, directed by well-known Thai actor Ananda Everingham, telling the moving story of Mekfah. Living in the inner-city slums of Bangkok, Mekfah is a grade A student with a passion for football who got to travel to Kuala Lumpur and join the Liverpool Football Club for a game.
The themes explored in the film demonstrate how important the aims of the Global Goals are to the people on the ground most affected by them and how the achievement of Goal 1, Zero Poverty, will mean the broadening of so many children’s horizons. The film also shows the important role that football plays as a beacon of hope to many communities around the world.
Played in prime time spots across Asia’s networks and promoted by Asian talent, this content ensured that our Asia hub was active and engaged throughout the launch campaign.
I feel very passionately about this film. Meeting Mekfah took me on an unexpected journey and has probably changed my outlook on life. These Global Goals are important because they represent a plan. A plan that, if met by all world leaders, will ensure everyone - whoever they are and wherever they're from - can lead better lives unhindered by the shackles of poverty.Ananda EveringhamActor and Director
We are extremely proud to be a founding partner of Project Everyone in support of the Global Goals campaign, and it was wonderful for us to have played a role in this powerful film.Sanjeeb ChaudhuriGroup Head of Brand and Chief Marketing Officer at Standard Chartered
They facilitated the participation of Liverpool player Kolo Toure in the Global Goals World’s Largest Lesson, at each match during the launch our Global Goals campaign was broadcast across the stadium billboards, and LFC captain Jordan Henderson along with Adam Lallana and Jordan Ibe discussed some of their favourite music on Radio Everyone - a pop-up global radio station that highlighted the unsung heroes of health and climate change.
The activity culminated at a fixture between LFC and Aston Villa where Liverpool replaced the Standard Chartered logo on their shirts with the Global Goals logo.
During half-time, Reds legends Robbie Fowler and Ian Rush lead two teams of participants from the club’s official charity, Liverpool FC Foundation, in a live Dizzy Goals competition. Dizzy Goals, (where participants spin around the ball before trying to score) was a key awareness driver for Global Goals, supported by multiple celebrities and sports stars, including LFC’s Jordan Ibe and Joe Gomez. Click here to watch their attempt.
The combination of supporting the core 'Tell Everyone' campaign activity, and creating their own content stream using existing partnerships, made Standard Chartered an invaluable sponsor and ensured that their activity was relevant, integrated and reached a huge audience which our campaign may not have reached otherwise.
As a bank, we often talk about the importance of being here for good. This is not just a brand promise, it is an ethos that we try to live by every day. When we were presented with the opportunity to leverage our global network and our partnership with Liverpool Football Club to make sure that everyone knows about the Global Goals, we recognised this as an incredible opportunity to drive real change and improve the lives of people across the world.Sir John PeaceChairman of Standard Chartered plc
We are proud to be supporting the Global Goals campaign alongside Standard Chartered and encouraging our supporters across the world to raise awareness of the Global Goals for sustainable development. This is such an ambitious, high-profile project and one that can have a real, tangible and positive impact on the world.