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HSBC has launched a campaign promoting its No Fixed Address service, which offers financial support to people without a fixed address in partnership with housing and homelessness charity Shelter.

The spot follows a homeless person as she is denied the right to access a bank account due to having "no address". As a result, she is not able to get a job, which in turn means that she cannot afford a home and thus will not be able to get an address in order to get a bank account. The cycle repeats, going faster and faster until the work turns to black. "It’s time to break the vicious cycle," the ad declares, before outlining HSBC’s No Fixed Address service.

The campaign launched on Friday (4 June) during Gogglebox on Channel 4 and will run throughout June alongside digital, outdoor and print activity showing an endless loop of financial exclusion. It was created by Craig Hunt and James Humphreys, and directed by Siri Bunford through Knucklehead. Media is handled by PHD.

Last month, Shelter kicked off a campaign revealing the unfiltered truth of Britain’s housing emergency.