Westpac Targets Separating Couples In latest Work Via DDB Sydney
Westpac has launched the latest iteration of its help campaign, focusing on an issue many Australians face – separating from a partner.
Drawing on the brand’s commitment to helping Australians in the moments that matter, the campaign, via DDB Sydney, 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.
Westpac Group Head of Brand, Advertising & Media, Jenny Melhuish, said: “Separating from a partner can be really hard, both emotionally and financially. 49 per cent of people put off looking into financial matters when they were separating1, no doubt because it can feel incredibly overwhelming. We’ve been developing tangible help for our customers, and our campaign aims to highlight what we can do to relieve financial uncertainty.”
With three in five of those considering separating from a partner not knowing where to start1, Westpac has created a hub to house a range of free, easy to use checklists and resources, developed with divorce experts, to help couples navigate a separation. There is also information about how Westpac can help by giving its customers breathing space through payment relief and access to low interest funds to help them get back up on their feet.
DDB Australia CEO Andrew Little added: “The continuation of help is beautifully represented by this latest campaign. 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. This is my favourite campaign in the help series so far.”
The campaign launched nationally yesterday across TV, print, digital, out of home and social.
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