We did consumer tests in April and when they were positive, we launched a New Family Survey in June. With the results we created products and redesigned existing ones to fill in the needs of non-traditional families.

Three months later we had a complete package of tools and benefits and products. Mid-September we launched a national campaign (1 month TV ads, 2 weeks radio and 1 big 4-page print insert.) Central in this campaign is the online platform (www.dexia.be/newfamilyplan). They all led to the online platform that gave information, fuelled discussions and proposed solutions.

Next to the success of the New Family Plan website – which was visited over 36,521 times in only 2 weeks – the campaign had a lot of attention in the national press. Not only talking about Dexia being the first Belgian bank to choose this approach, but also acknowledging the importance of the subject during these times of change.