The French bank Société Générale has launched an advertising campaign which presumably aims to counter the current perception of bankers.

The campaign shows bankers from Socgen’s offices around the world talking about what gives them satisfaction in their jobs. Each talks in his or her native language with subtitles available in Chinese, Italian, Spanish, German, English and French.

One example is Pierre Diagne, who talks about providing services to African migrants who need to send money home, build savings and invest in property. His greatest satisfaction, he says, is helping his clients to realise their dreams.

The French business environment has been criticised in the past for hostility towards globalisation as well as lack of diversity. Some claim that employment discrimination is to blame for the violent riots seen in France over the last years.

So it’s refreshing to see a campaign which seems to be celebrating the diverse backgrounds of the bank’s employees as well as its customers.

About the author

Lucy is English and first ventured out of the UK she was 19. Since then she has lived in 4 different countries and tried to see as much of the world as possible. She loves learning languages, learning about different cultures and hearing different points of view.