Standard Chartered has launched an international advertising campaign over TV, print, outdoor and digital media to reinforce their commitment to a positive impact on the communities where they operate, the bank said in a statement yesterday.

The campaign demonstrates Standard Chartered's here for good brand promise, and calls on people to visit the bank's website to tell the bank about issues really affecting their lives. They hope to better understand how the commitment to enhance communities can be delivered through the feedback.

A new TV ad shows how Standard Chartered's support for trade has a direct impact on individuals across their network in Asia, Africa and the Middle East.

“We want to make real change in the communities where we operate, and in this way, deliver on our Here for good brand promise,” said Claire Fedder, head of brand at Standard Chartered.

“To this end, we are encouraging people to visit our website and tell us what's most important to them. This will help us create a digital barometer, which will enable us to demonstrate how we are listening and to provide examples of where we positively contribute in those areas,” Fedder added.

The campaign intends to show that banks can be a positive force in local communities.

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.

The Daily Star/Bangladesh/ 3rd July 2012