Alchemy and The EIU were tasked with helping Standard Chartered Bank extend and fulfil their brand promise of “Here for Good” by engaging consumers and businesses in a meaningful thought leadership campaign. We devised a campaign centered around an online debate on the thought-provoking community and corporations topic “CSR has nothing to do with charity”. The online debate featured guest contributions from notable authorities on the topic from the business and academic communities. Users were encouraged to have their say by voting and commenting. The campaign was supported by a video highlighting the debate topic, as well as print and online communications, which ran across The Economist and various supporter platforms, such as WWF.