Demonstrating ANZ’s understanding of women, our idea was built around the simple, but troubling insight that girls start out ahead in many developmental areas (such as speaking and reading), yet in many areas of life (particularly financial) women fall far behind.

This uncomfortable truth of ‘potential vs reality’ was brought to life in a Jane Campion directed share-alble online film, and through a white paper which was commissioned to document the latest statistical facts (and provide media with new and credible data to report upon).

Former and first ever female Prime Minister, Julia Gillard, was then invited to join Martina Navratilova and other high profile ambassadors to officiate a media launch and announce the steps that ANZ was taking to help change things. Also communicated via 15sec online ads, these steps included the headline-making announcement of a $500 per annum superannuation (retirement) payment to every one of its female employees.

Launching July 2015, the 6 week online and PR led campaign consisted of three components: provoking the issue; demonstrating ANZ could be a part of the solution; and calling on ‘systems’ for change.

To provoke the issue, we released the online film through social media channels (paid and unpaid) and introduced the white paper with a high profile media launch. Two weeks after the initial launch, a low weight television schedule and online banner series were added to the PR driven campaign to drive broader, paid reach for ANZ’s call for a more #equalfuture.

To go beyond shining a light on the issue, 15sec online/tv and banner ads were created to demonstrate the actions ANZ was itself taking to help change things.

All communications culminated in the call out for “other organisations” to explore what they could do to better support the financial equality of women.

Featuring in 120 media stories, the launch on July 29 generated more than $10m in news coverage and received over 4 million online views.

Sparking a national conversation online, more than 8000 women, media and influencers added their voices to ANZ’s call for systemic change and a more #equalfuture.

Within days, Australia’s three major political parties successfully called for the set-up of a Senate Inquiry into the ‘Economic Security of Women in Retirement ‘- and ANZ was invited to make the opening submission. With inquiry recommendations due April 29, ANZ’s provocation has the real potential to drive systemic change and truly build a more equal financial future for all Australian women.

With significant shifts in corporate reputation, brand image and consideration, ANZ saw an uplift of 144,536 female customers over a 6 month period, representing a female market growth rate of 8.3% versus category growth of just 0.9% for the same period.