Westpac is exploring the emotional and financial impact of family separations in the latest instalment of the brand’s ongoing ‘help’ campaign.
The ad, which was created by DDB Sydney, follows a young boy as he navigates the difficult times of his parent’s marriage breakdown. The spot aims to showcase the brand’s “commitment to helping Australians in the moments that matter”.
It is the first advertising activity from the bank since Australia’s banking royal commission, which revealed widespread misconduct and illegal activities throughout the country’s banking and financial institutions.
Westpac has worked with divorce experts to create an information hub with useful resources to help couples and families going through a breakup. The information includes Westpac’s low-interest funds and payment relief packages.
Jenny Melhuish, group head of brand, advertising & media, Westpac, said: “Separating from a partner can be really hard, both emotionally and financially. 49% of people put off looking into financial matters when they were separating, no doubt because it can feel incredibly overwhelming. We’ve been developing tangible help for our customers, and our campaign aims to highlight what we can do to relieve financial uncertainty.”
Andrew Little, chief executive officer, DDB Australia, said: “The work that the Westpac team have done to deliver real help to customers going through separation, and their investment in long format storytelling to address an important issue, is remarkable.”
The campaign is running nationally across TV, print, digital, out of home and social media.