In Australia, ANZ attacks gender inequality with powerful film, concrete action

The bank's "Equal Future" campaign from Whybin\TBWA Group Melbourne seeks to help women achieve later in life

ANZ, Australia's third-largest bank, has debuted a new campaign that pulls no punches in taking on gender inequality.

The campaign is anchored by an online film directed by Oscar-winner Jane Campion ("The Piano"). it also includes a series of 15-second videos detailing the actions that ANZ is pledging to take in order to address inequality, such as free investment advice for certain customers and extra retirement contributions (referred to as superannuation) for its 12,700 female employees. The campaign will be supported by digital advertising, social media, retargeting and a content-filled website. TV ads will launch in August. 

According to Joyce Phillips, CEO, Global Wealth, ANZ, "Only by redesigning systems so they are more supportive and inclusive of both women and men will we be able to build better businesses and better societies."

This article first appeared on campaignasia.com.