When James arrived at HSBC in Hong Kong from the UK it was clear that fostering a culture of LGBT acceptance and inclusion there first required increased LGBT visibility. One of his first initiatives was to lead a highly visible campaign called United by Diversity where they invited employees to take part in a photo shoot and then used the portraits create a film. The HSBC Hong Kong building was used to screen the film which was framed with rainbow lighting. The campaign brought recognition to HSBC in Asia as a leading LGBT employer from multiple external LGBT advocacy groups. James is the Co-Chair of HSBC Pride Asia and has worked with a great deal of organisations to increase visibility including Out Leadership, Community Business, Pink Dot and Interbank
