ANZ: Push for an Equal Future

This case study describes a PR-led campaign from the Australian bank ANZ to build greater affinity amongst women by stimulating a national conversation about gender inequality.

ANZ: Push for an Equal Future

Executive Summary

In a bid to build women's financial strength, ANZ created a compelling PR-led campaign that provoked the uncomfortable truth of gender inequality. Stimulating a national conversation in PR and social media, shifting perceptions of the brand, seeing growth in female customers ahead of category and quantifiably improving the financial futures of ANZ's own female employees, ANZ was invited to make the opening submission at a subsequent Senate Inquiry into the superannuation gender gap. With the Senate's report due for release April 29, the inquiry's recommendations have the real potential to create a...

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