Michael de Giorgio, the new face of philanthropy at BNP Paribas Wealth Management

BNP Paribas Wealth Management has a long-term commitment to supporting worthy causes, especially via our Philanthropy Team and its various philanthropy promotional initiatives. So, when we decided to create a new ad to promote our commitment to philanthropy, it seemed natural to solicit the aid of a "real" philanthropist who had himself won our Prize for Individual Philanthropy.

Michael de Giorgio, honoured in 2012 with the Jury’s Special Prize, immediately agreed to participate. The video shoot took place in Peckham, located in southeast London, where children attending the Greenhouse Charity program benefit both from high quality coaching to improve their football skills, as well as personal mentoring in an effort to help provide them with essential life skills.

In this context, the BNP Paribas Wealth Management slogan, "Your wealth has a voice. Let it be heard", resonates in a very special way. As Michael de Giorgio observes, "The prestige of winning the award allowed many people to see what we have, what we do, and helped us with other programs." An advertising campaign that directly addresses people's desire to make a concrete difference in today’s global community is an effective way to spread the message of hope, and to let the voice of philanthropy be heard loud and clear.

Michael's exclusive interview can already be viewed on our website, and to help spread this positive social awareness, there will be a series of ads deployed over the upcoming months in the lifestyle press, on upscale websites and in a number of airports.