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CommBank Sets Focus on Ending Financial Abuse in Australia in Campaign from M&C Saatchi
09/03/2022
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Advertising Agency
Sydney, Australia
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Integrated campaign was created to highlight the issue of financial abuse, by both raising awareness and showing Aussies that help is out there
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Last week, CommBank launched the 'CommBank Next Chapter Commitment', a bank-wide commitment to help end financial abuse. The integrated campaign via M&C Saatchi was created to highlight the issue of financial abuse, by both raising awareness and showing Aussies that help is out there. The commitment will see CommBank, its customers and the community come together to help end financial abuse by providing tools, advice and access to support services to help people impacted recover from financial abuse - no matter who they bank with.

CommBank and M&C Saatchi intend to not only raise awareness of this societal issue and of the support the Next Chapter Commitment can provide, but also to help end financial abuse in Australia. Sadly, financial abuse is a serious form of domestic and family violence that continues to impact a full cross-section of Australians. Good Shepherd, a leader in financial inclusion products and services, has partnered with CommBank to create the Financial Independence Hub (FIH). Through the FIH, people previously impacted by financial abuse will have access to a free specialist one-on-one financial coaching program to help them get back on their feet, with referrals to support services, and where appropriate access to solutions like interest-free loans.

“CommBank has systems in place to help you recover from financial abuse, but people weren’t aware of this. The focus of the Next Chapter Commitment is to illuminate to all Australians about this support, regardless of who they bank with, and also bring to light this hidden epidemic of financial abuse. It is inspiring to be working with a client that has made such a firm and ongoing commitment to address this huge societal issue,” says Mandie van der Merwe, executive creative director, M&C Saatchi Sydney.

“A purpose-led goal needs purpose-led partnerships and we have been partnered by a team at M&C Saatchi that have cared as much about creating pathways to financial independence as we do. They have stretched themselves to deliver much more than an advertising campaign,” says Di Everett, general manager, brand, sponsorship and social, Commonwealth Bank.

In order to raise awareness of the important initiative, CommBank has enlisted former frontwoman of Australian band The Preatures, Isabella Manfredi, who lent her voice to the Next Chapter Commitment, as a poignant reminder that recovery is possible and that help is out there.

“Knowing first-hand how important it is to control your own finances and financial ambitions, I'm happy to lend my voice to CommBank’s Next Chapter Commitment. I hope this will bring attention to the help & solutions available for those who need it,” says Manfredi.

“We want to help create a future that is free of financial abuse, and we’re incredibly proud to work with Isabella to bring this important message to life, while at the same time doing our part in supporting homegrown artists.” says Di Everett, General Manager, Brand, Sponsorship & Social, Commonwealth Bank.

Up to 5 million CommBank customers will be invited to support the Next Chapter Commitment, joining the bank to help end financial abuse. CommBank’s social channels will be used to educate the public about financial abuse - giving the next generation the tools and information to help prevent it.

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