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The Brief

Other banks could be harming the planet by investing in coal, gas or oil.

Known for its positive impact on people and the planet, Bank Australia’s headline climate action commitment to achieve net zero carbon emissions by 2035 places it as one of the most ambitious banks in the country and equal most ambitious banks in the world.

The Concept

‘Put Your Money Where it Matters’ shows that by making one small change, such as joining an ethical bank that doesn’t invest in fossil fuels, can have a positive impact on all of our futures.

The campaign was guided by five communication-principles to get people to reappraise their own bank’s role within climate change.

Convey the problem/solution.

A hopeful message that focuses on solutions, helping people feel empowered and motivated to engage. Create a sense of urgency.

Make it Empowering.

Emotions like anger, hope and pride can empower people to face the climate crisis.

Make it Collective.

People must see themselves as part of a larger group taking action that, collectively can make a difference.

Make it Normal.

Give examples of people already engaged in the behaviour.

Make it Trustworthy.

Messengers are especially effective when they 'walk the walk'.

Bank Australia put a call-out to customers to be the voice of the campaign urging other climate-aware people to join them in the shared movement for a brighter future. The campaign line spoke from the perspective of these messengers and reiterated the customer-owned nature of the bank.

Together we’re funding the solutions. Not the problems.

Divesting from harmful industries such as fossil fuels with Bank Australia, you can put your money where it matters.Bank Australia launched its latest brand campaign encouraging Australians to put their money where it matters.

Execution

The campaign ran from February 2024 across cinema, video on demand, online video, digital display, native, Meta, YouTube, TikTok, press, out-of-home, Spotify, Cinema (MIFF), Tram and Tesla car wraps.

Results
Overall campaign reach: 78% (10,123,531).
68 million impressions across digital channels.

Long-serving impact

This campaign was delivered by four B Corps.

Bank Australia
Silver Lining
Alchemy One
Good&Proper

As a collective, we followed the steps recommended by Ad Net Zero.

Bank Australia and Alchemy One worked with Scope3 to measure the digital advertising footprint and reduce CO2 emissions from all media activity. From an initial pilot of twelve campaigns, eleven showed significant gCO₂PM reductions (video -26%, native -48%, display -17.8% % change in gCO₂PM). These results were announced at the Programmatic Summit in February 2024

The static PVC skins from our last outdoor campaign are currently being upcycled into Tote and beach bags for Bank Australia customers, and as solarised sheets for Sustain and Greening Australia to keep the soil warm and weed-free for their respective farms.

Mumbrella’s Award for Sustainable Practices in 2024

Shortlisted: Campaign Ad Net Zero Awards, Best Campaign for a Sustainable Behaviour Change APAC