A new advertising campaign by FNB, #TheChangeables, is a good example of how brands can demonstrate empathy and an understanding of the difficulties their clients are facing. The campaign, launched last week, tells the stories of ordinary South Africans it calls "changeables", who had the courage to change the direction of their lives to achieve a level of financial sustainability.

Faye Mfikwe, the bank’s chief marketing officer, says brands have a responsibility to demonstrate optimism and resilience. In a world where economies and lives have been destroyed by Covid, that responsibility has grown...

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