CommBank targets financial abuse awareness

Commonwealth Bank has launched a campaign titled CommBank Next Chapter, running 21 July to 31 August.

The campaign, which has been designed to raise awareness of financial abuse and educate Australians about the support available, addresses the research finding that one in four Australians experience financial abuse.

The creative platform is titled “Rewrite your story”, featuring 30- and 15- second video assets across video-on-demand, YouTube and social media, complemented by longer-form educational content.

Angela MacMillan, Group Customer Advocate at CommBank, said the campaign was designed around the insight that "where and how information appears matters," adding that 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."

The campaign deliberately targets private, attentive moments rather than mass reach. Financial abuse is a sensitive topic, and the media plan reflects that.

CommBank has partnered with David Jones to extend reach through its Amplify instore screen network, with placements also running in doctors' offices, shopping centre bathrooms, digital audio and video-on-demand.

Banks are increasingly using purpose-driven campaigns to build brand trust, with channel strategy becoming as important as the creative itself when communicating in sensitive categories.