More than 200 years ago, the Reverend Henry Duncan set up the very first Savings Bank, which led to the TSB of today. It was built upon the concept and foundation of ‘local pride’ and enabling local communities
Today, new research from TSB reveals that four-fifths (82%) of Britons are proud of their local community with almost a third (29%) saying it’s the people who live there who trigger this feeling.
There are big regional variations in attitudes. Those most likely to fly the flag in support of people in their neighbourhood are from Wrexham (71%), Birmingham (41%) and Chelmsford (39%).
What might be termed ‘the DNA of British pride’ is made up of care and consideration (37%), community spirit (32%) and honesty (29%), with a sense of humour (28%) and hard-working spirit (27%) following closely behind. Other factors include people ‘helping each other’, ‘pitching in when things go wrong’ and ‘contributing rather than taking’.
With these findings in mind, TSB and Trinity Mirror announced an exclusive five-year partnership with Pride of Britain and Pride of Sport. Trinity Mirror and TSB will work together to boost support for the awards, which celebrate ordinary people doing extraordinary things.
For 17 years, Pride of Britain has celebrated the nation’s unsung heroes – Britons of all ages and all walks of life who make a real difference to local communities and to the lives of so many. These range from children whose courage is awe-inspiring, to members of the armed forces and emergency services going way above and beyond the call of duty. This year, close to five million people tuned in to watch the Pride of Britain Awards honour the achievements of these remarkable people.
Similarly, Pride of Sport celebrates the nation’s local sporting heroes and champions grass-roots sports – recognising amazing people across all walks of life who have gone the extra mile to help others, whether that’s playing, coaching or volunteering.
Paul Pester, Chief Executive Officer, TSB said: “Pride of Britain and Pride of Sport celebrate ordinary people who do extraordinary things in their local communities. This partnership fits perfectly with TSB and what we’ve set out to do. It all stems back to local people helping local people. At TSB, we’re a group of ordinary people who are trying to do something that is extraordinary; trying to change an industry, bring local banking back to Britain and make banking better for all UK consumers.
“Reverend Henry Duncan was TSB’s original ordinary person who achieved extraordinary things for his local community. I can’t think of a better day to announce how we’ll be carrying forward that legacy in partnership with Pride of Britain.”
To build on the heritage of the past 17 years, the Pride of Britain partnership will run throughout the year in addition to the annual award ceremonies to deliver more content and opportunities for more people across Britain to get involved with the awards through local TSB branches.
Peter Willis, Founder of the Pride of Britain Awards and Weekday Editor of the Daily Mirror, said: "We at the Mirror are both delighted and excited to be partnering with TSB on Pride of Britain because they are so positively committed to the local communities in which they serve.
"Pride of Britain has always been about celebrating the very best of British people, those modest unsung heroes who make a difference, and the very best of British values. TSB is a perfect fit because they champion everything Pride of Britain stands for and represents. We relish the opportunity of working with all the partners at TSB on finding and recognising the true heroes in communities who make their world a better place. And make Britain great."
Communities Secretary, Greg Clark, said: “For 17 years the Pride of Britain awards have shone a light on those people across the country who quietly go above and beyond to help their neighbours and make their communities better places to live.
“Today’s survey demonstrates just how highly this is valued, with four-fifths of those questioned being proud of their community, and almost a third citing the people living locally as a reason for that.
“By recognising their achievements through these awards, we can help inspire others to follow their example and make their local areas even better places to live.”
This is just the latest strand of TSB’s commitment to local communities. The Bank is in the second year of its Local Charity Partnerships programme. The programme empowers TSB branches to choose a local independent cause to support with fundraising and volunteering, rather than a single national charity of the year.
In 2015 this led to a doubling of funds donated, with nearly 500 local organisations sharing more than £800,000.
The event marked the beginning of TSB’s five-year Pride of Britain sponsorship, and Paul Pester described the atmosphere as “electric”: “TSB is proud – and passionate – about our partnership with Pride of Britain because it gives us all the opportunity to celebrate ordinary people doing something extraordinary,” he said.