Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution.

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PROGRAM

2017 SILVER

Launching a brand nobody had heard of... in a category nobody likes

Our task was to launch an unknown brand into a misunderstood, mistrusted and commoditized category, where well-established competitors were engaged in a war of attrition over a small number of potential buyers. The solution, without changing any aspect of the product, was to completely rethink the benefit of life insurance for modern Australians.

Brand: TAL Insurance
Client: TAL Insurance
Agency: BMF
Language: English

2017 SILVER

Reword: Changing Online Bullying Behaviour

Bullying has moved from schoolyards to social media, but kids don’t realize the effect their words can have. So, we created Reword, the first real-time alert for online bullying. Using a red strikethrough to prompt young people to reconsider abusive language, Reword helps develop their moral compass by teaching them to self-regulate hurtful comments before hitting send. Within six weeks, the tool was installed on 150,000+ computers; 84% of insults were reworded; and most significantly, we saw a 67% reduction in bullying behavior per user. Reword is creating a new generation that respects each other – online and in real life.

Brand: headspace National Youth Mental Health Foundation
Client: headspace National Youth Mental Health Foundation
Agency: Leo Burnett
Language: English