ANZ’s Push For An Equal Future – TBWA/Melbourne
Best Ad Campaign Winner
Industry calculations estimate that 90 per cent of women have inadequate retirement savings with nearly 50 per cent less than men.
And with women living longer, the financial disadvantages over a woman’s life will have serious economic, health and social repercussions if significant changes aren’t realised.
TBWA was adamant ANZ needed to be a part of the solution, not just another brand highlighting the problem – and the resulting Equal Future campaign centered around a single, compelling question: Why?
Why is it, that girls start out ahead in many areas of life, such as speaking, reading and writing, yet end up so far behind?
ANZ created a range of actions including paying every female employee an extra $500 super per annum, which included a recommendation to change the Sex Discrimination Act.
And with the resulting growth of its female customer base more than seven times the category growth rate, Equal Future proved to be ANZ’s highest driver of purchase intent.