Case History Database

In a bid to build women’s financial strength, ANZ created a compelling campaign that provoked the uncomfortable truth of gender inequality. Focusing on the juxtaposition of a girl’s potential versus a women’s reality, the campaign shifted brand perceptions, grew female customers ahead of category, stimulated a national conversation, quantifiably improved the financial future of ANZ’s female employees, and saw ANZ invited to make the opening submission at a subsequent Senate Inquiry into the superannuation gender gap. With the Senate’s report due for release April 29, its recommendations have the real potential to create a more equal future for Australian women.