Once upon a time there was a high street bank and an Open era tennis champion. Together, they set out on an adventure to inspire a generation of young savers.

This is the true story of HSBC and Emma Raducanu and the Fairer Tales campaign, which re-imagines classic fairy tales Cinderella, Sleeping Beauty and Rapunzel. The aim is to educate youngsters on personal and financial resilience.

The promo takes the form of a digital book on HSBC UK’s website, which features special foreword written by Emma Raducanu. Hard copies of the book will be given out to over 900 schools across the UK. Theres also and a video on YouTube narrated by the tennis star alongside her tennis ball friend Ace.

HSBC says it will be support the promo with social content delivered across TikTok, Instagram, YouTube and Pinterest.

The campaign is launched as YouGov research from HSBC UK found that more than half of youngsters (51 percent) aged 6-14 feel it is important to save money for the future, with 55 percent aspiring to own a house.

The research also revealed differences in attitudes towards finances between boys and girls: two thirds (66 percent) of girls think it’s crucial to learn about money management compared to 58 percent of boys, but more than half (52 percent) of boys said they wanted to be rich when they grow up versus just 39 percent of girls.

Raducanu said: “I hope girls and boys across the UK join me in reading and enjoying these new adventures featured in Fairer Tales to achieve amazing things, helping build their independence by learning about financial literacy.”

Sarah Mayall, Head of Brand Marketing at HSBC UK, added: “We’re committed to empowering children and helping them take control of their financial futures. In collaboration with Emma, we are excited to announce the launch of Fairer Tales in 2023, supporting the next generation of children across the country to achieve their ambitions and learn about personal and financial resilience”.