CommBank raises awareness of financial abuse services in new campaign

CommBank has launched a new campaign via M&C Saatchi, to highlight its commitment to ending financial abuse in Australia.

The integrated campaign comes after CommBank launched the ‘CommBank Next Chapter Commitment’, an initiative to help those suffering from financial abuse.

In the 30-second spot, it shows people accessing the bank’s services to get out of the abusive financial system.

Mandie van der Merwe, Executive Creative Director of M&C Saatchi Sydney, said: “CommBank has systems in place to help you recover from financial abuse, but people weren’t aware of this. The aim of the Next Chapter Commitment is to shed light on this support for all Australians, no matter who they are dealing with, and also shine a light on this hidden epidemic of financial abuse. It’s inspiring to work with a client who has made such a strong and ongoing commitment to solving this huge societal problem.

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Commonwealth Bank’s Managing Director, Brand, Sponsorship and Social, Di Everett, said: “A purpose-driven purpose requires purpose-driven partnerships and we’ve been partnered by a team at M&C Saatchi who have done so much concerned as we are with creating pathways to financial independence. . They have endeavored to provide much more than an advertising campaign.

CommBank has recruited former lead singer of Australian band The Preatures, Isabella Manfredi, who said: “Knowing first hand how important it is to be in control of your own finances and financial ambitions, I am happy to lend my voice to the Commitment to CommBank’s next chapter. I hope this will draw attention to the help and solutions available to those in need.

Everett added, “We want to help create a future free of financial abuse, and we’re incredibly proud to work with Isabella to bring this important message to life, while doing our part to support local artists.”

Credits:

CommBank:

Monique Macleod – Group Director of Marketing and Corporate Affairs

Dianne Everett – General Manager, Brand, Sponsorships and Social Media

James Peereboom – Executive Director, Brand Communications

Caroline Millar – Senior Marketing Director, Brand Communications

Kate Patterson – Marketing Manager, Brand Communications

M&C Saatchi AUNZ Group:

Cam Blackley – Creative Director

Mandie van der Merwe – Executive Creative Director

Avish Gordhan – Executive Creative Director

Bec Matlioski – Senior Writer

Tristan Cornelius – Senior Artistic Director

Catherine Mellon – Head of Group Strategy

Amanda Quested – Managing Partner

Kyle Abshoff – Group Account Director

Tori Davis – Senior Account Manager

Jemma Stevens – Account Manager

Lill Schroeder – Senior Broadcast Producer

Rachel Strobridge – Senior Project Manager

Giovanna Javelosa – Embedded Producer

World Essence:

Pat Crowley – CEO

Ewan Mitchell – Client Partner

Ola Kaczmarek – Director of Planning

Eliza De Mesa – Amplification & Trading Director

Elizabeth Fuhr – Digital Manager

Production:

Film production: Villain

Photos and social production: Dick Sweeney – Louis & Co

Post-production – Offline: Adam Wills

Post-production – Online: Heckler

Music and sound: Song Zu

Talent VO: Isabella Manfredi, level two (Image Isabella Manfredi: photographer Maclay Heriot)