Commonwealth Bank has launched a new integrated awareness and education campaign for CommBank Next Chapter to help more Australians recognise financial abuse and understand where support is available.
The campaign uses a mix of discreet, one-to-one and high-attention channels to reach people in moments where they may have more time, privacy or attention to absorb sensitive information.
Research shows one in four Australians experience financial abuse¹, yet it can be difficult to recognise and hard to talk about. Running from 21 July to 31 August, the campaign is designed to help more people understand the signs of financial abuse, the support available and that recovery does not have to happen alone.
The creative platform, Rewrite your story, uses 30- and 15-second video assets across video-on-demand, YouTube and social, supported by longer-form educational content.
As part of the campaign, CommBank is working with David Jones to reinforce the educational message in everyday shopping environments, including the first full brand takeover of David Jones’ women’s floor digital media network. The activity will also appear across other selected retail touchpoints, including fitting rooms and bathrooms.
The campaign also includes placements across doctors’ offices, shopping centre bathrooms, digital audio, video-on-demand, social, magazines and CommBank owned and internal channels.
CommBank Group Customer Advocate Angela MacMillan said: “Financial abuse can happen to anyone, and it can be difficult to recognise. It can involve behaviours that limit a person’s independence, access to money or ability to make financial decisions.
“Through CommBank Next Chapter, support is available for people impacted by financial abuse, even if they don’t bank with us. This campaign is about helping more people recognise the signs, understand that support exists and take a safe first step towards recovery.
“When it comes to financial abuse, where and how information appears matters. By using channels that offer privacy, time and attention, we hope to make information about support easier to access in a way that feels safe and respectful.
“We acknowledge and thank the individuals who generously shared their lived experience of financial abuse to inform this campaign through our long-standing partner, Good Shepherd Australia New Zealand. We also recognise and value the knowledge, leadership, and perspectives of First Nations peoples, whose wisdom and community-based understandings have strengthened this work and its relevance across diverse contexts.
Together, their insights, reflections and advice have been essential in shaping a campaign grounded in safety, dignity and lived experience, which we hope will ultimately help more people impacted by financial abuse access the support they need,” said MacMillan.
CommBank Next Chapter provides support for people impacted by financial abuse, including access to specialist support, guidance and referrals. To learn more, search CommBank Next Chapter.
Anyone worried about their finances because of domestic or family violence or coercive control can contact the Next Chapter Team on 1800 222 387 for support – even if you don’t bank with CommBank.
If you or someone you know is experiencing domestic or family violence, call 1800RESPECT (1800 737 732) or visit www.1800RESPECT.org.au or 13 YARN (13 92 76 or www.13yarn.org.au ).
In an emergency or if you’re not feeling safe, always call 000.
¹May 2023 community attitudes survey of over 10,000+ Australians about financial abuse, commissioned by Commonwealth Bank of Australia ABN 48 123 123 124 and conducted online by YouGov.
