How to expose ethical blindspots

From keep cups to cage free eggs; good people take small steps for a better future. But there's one crucial step many overlook: their choice of bank.

The People Australia Needs positioned Bank Australia as the natural next step for values-driven Australians. 

By showcasing real customer stories, we inspired others to align their banking with their beliefs.

The campaign led to a 10% increase in brand awareness and 16k new customers.