Westpac unveils first work since the royal commission

By Melina Gouveia | 11 March 2019
Westpac Campaign

Westpac has unveiled the latest iteration of its help campaign to support Australians separating from a partner.

Launched nationally yesterday across TV, print, digital, out-of-home and social, the campaign by DDB Australia draws on the brand’s commitment to helping Australians in the moments that matter.

The campaign, Westpac's first since the financial services royal commission, depicts the story of an Australian family going through a separation from the perspective of a young boy helping his parents navigate a difficult time in their lives.

To address the knowledge gap for the estimated 60% of Australians who are considering separating from a partner not knowing where to start, Westpac has created a resource hub developed with divorce experts, to help couples navigate a separation.

Westpac group head for brand, advertising and media, Jenny Melhuish, said the campaign aimed to highlight what the bank could do for its customers by developing a set of tangible tools to assist them through separation.

"Separating from a partner can be hard, both emotionally and financially. Forty-nine per cent of people put off looking into financial matters when they were separating, no doubt because it can feel incredibly overwhelming," Melhuish said.

Westpac said there is also information about the bank is giving its customers breathing space through payment relief and access to low-interest funds to help them get back up on their feet.

Commenting on the campaign, DDB Australia chief executive Andrew Little said the continuation of help is beautifully represented by this latest campaign making it his favourite in the help series so far.

"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," he said.


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