The F word.
ANZ and TBWA\NZ have launched Let’s Talk About Finances to help the New Zealand public have more meaningful conversations about finances this year and improve their financial wellbeing.
The campaign displays an array of images which prompts people to consider why they self-censor with questions like: ‘When did finance become such a dirty word?’ Others encourage them to start a conversation with messages like ‘The more you talk about finances the better you’ll feel about it.’
The initiative follows everyday people as they gather for a family pizza night or a coffee catch up with a friend, allowing the topic of finance to be brought up in a casual setting.
ANZ has partnered with local businesses to offer discounted products in those moments, featuring money wellbeing tips and topics to help inspire healthy conversations about finances.
Matthew Pickering, ANZ general manager of marketing: “Talking about money is imperative to improving your financial wellbeing. We want to help people break down barriers and feel more comfortable talking about their finances.”
At the centre of the initiative is the ANZ Financial Wellbeing Hub,where customers can access free tools and ideas on how to have positive conversations about finance.
Included In the HUB will be a free digital resource called the ‘Deck of How’ – a downloadable deck of cards to use at home with 52 conversation starters – one for every week of the year.
TBWA\NZ chief creative officer Shane Bradnick: “Many people find talking about their personal finances difficult but when you do it, it can actually improve your financial wellbeing, so we’ve come up with a range of ways to get people to sit up, take notice and to get the conversation started.”
Credits
Client: ANZ NZ
Agency: TBWA\NZ
Media & Influencer Agency: PHD & DRUM
PR Agency: TBWA\Eleven PR
