Indigenous Customer Assistance Line

Campaign Strategy
Campaign Execution
Client: Commonwealth Bank
Industry: Finance

As part of their Reconciliation Action Plan programs, the Commonwealth Bank established an Indigenous Customer Assistance line to assist Indigenous people with money management and financial literacy. Key features of the program included Indigenous telephone staff and a more culturally sensitive approach to customer service.

Gilimbaa worked with the Commonwealth Bank to create a national communication strategy and campaign. Critical to the success of this project was a detailed strategy phase which explored the complex and delicate issues surrounding this topic, the key messages to be conveyed, and outcomes of the program.

The concept resulting from the strategy was one of simple, uncluttered language and visuals. The images used were shot on location in communities, using real members of the community, and were coupled with language that the target audience would relate to and identify with.