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Case Studies

Commonwealth Bank x The Sydney Morning Herald

The Brief

In late 2019, Commonwealth Bank Australia (CBA) launched a financial abuse campaign with Nine that aimed to start a conversation and educate Australians about the plight of financial abuse.

The “Next Chapter” campaign was created to spotlight the signs of financial abuse and also outlay a path to long-term recovery and financial stability for survivors. 

The Execution

The high-impact wrap execution in The Sydney Morning Herald and The Age played on the power of simplicity, featuring the words Hiding in plain sight.

The print execution stood as a statement piece, in black and white, designed to imply that financial abuse is often hidden, but drew attention to just how common it is too.

The “Hidden in plain sight” statement was followed by “Sarah’s story” within the inside two pages, showcasing the often-missed signs of financial abuse.  

On the back cover, the purpose of this execution was revealed – to make the invisible topic of financial abuse visible, clearly aligning the messaging of “Hiding in plain sight” with what CBA was doing to help survivors of financial abuse.   

A series of strip ads highlighting key data around financial abuse, such as “Nearly 4 in 5 Australians agree that financial abuse is a widespread problem,” ran on following days, keeping the topic at the top of the agenda in the weekly news cycle. 

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