Embedding Accessibility at Scale Through Storytelling and Learning Design

Challenge

HSBC aimed to deepen its organisational commitment to digital inclusion by launching a Digital Accessibility Hub. To embed accessibility at the heart of its product and service design, the bank needed a creative learning campaign that would resonate with its global workforce and inspire real behavioural change.

Solution

Atticmedia was commissioned to concept, design, and deliver a compelling learning experience that would anchor the Accessibility Hub. The result was "Rachel Looks for Love", an original four-part drama exploring the lived experience of navigating digital spaces with a disability.

The campaign combined:

• User research & learning needs analysis
• Creative concept & learning mapping
• Original scripted drama & bite-sized supporting documentaries
• Full video production and UI design

This narrative-led approach acted as a springboard into deeper learning and reflection, helping employees understand accessibility not as a checklist—but as a human-centred design imperative.

Impact

• 235,000 HSBC staff globally were given access to the Accessibility Hub
• The Hub has seen over 150,000 public views since launch
• 1,000+ learners from 140+ external companies have participated in accessibility training via HSBC’s "Training 1000" initiative

The emotionally engaging, story-driven learning design helped HSBC humanise accessibility and embed inclusive design thinking at scale - supporting the bank’s ambition to become the world’s most accessible bank.

Feedback from learners reflects the emotional and educational power of the approach:

I followed Rachel’s journey and as some who has also been diagnosed with MS I found it accurate, informative, touching and overall fantastic. It had a balance between learning, educating and also providing an insight to someone’s life with a sometimes visible sometimes invisible disability. The way the course takes you through the various challenges someone might have on normal day to day activities, like checking a website, was very insightful, intuitive and had a great flow. Thank you for the work you are doing.

HSBC Business Banking Analyst and CMB wellbeing ambassador