At Ireland’s Allied Irish Bank (AIB), the ATM is abusive. Try to withdraw cash and it demands you tell it why you want it. Whatever you answer, it persists with its threats and bullying.
It’s a very important ATM.
The ATM was created by Rothco for AIB and charity, Women’s Aid, to highlight a form of domestic abuse that never gets talked about – financial abuse. More than 198,000 women across Ireland, or 1 in 10 women over the age of 15, are financially abused by their partners, according to Women’s Aid, , the nation’s leading organisation dedicated to stopping domestic violence against women and children.
After making the customer beg, “Please,” the ATM refuses to issue the money. It then explains why it is the way it is and invites customers to seek support from Women’s Aid if they, or someone they knew, are suffering.
“It was going to take real bravery from the team in AIB to approve an activation that intentionally subverted a normally seamless, positive experience for their customers,” stated Stephen Rogers, creative director at Rothco. “But once presented, we all agreed it was the right thing to do to help bring awareness to the very serious problem of financial abuse.”
The film will appear online across the Women’s Aid website and social channels, along with AIB’s social channels.
The campaign came about after AIB’s dedicated Group Advocacy department had identified that financial abuse within relationships was a serious issue within Ireland. This led to the collaboration with Women’s Aid.
Mark Doyle, chief marketing officer at AIB commented, “Through our discussions with Women’s Aid it became clear just how big an issue financial abuse within relationships is in Ireland, and how little it’s being talked about specifically. Given the numbers of women affected, we wanted to collaborate with Women’s Aid to raise public awareness and education levels around what constitutes financial abuse, and to ensure anyone who is suffering knows who to turn to for support. At an organisational level, we’re ensuring we have the right support in place to meaningfully assist any of our customers who are experiencing financial abuse.”
Client: Allied Irish Bank
Agency: Rothco | Accenture Interactive
Executive Creative Director: Alan Kelly
Creative Director Stephen Rogers
Senior Art Director: Matt Evans
Senior Copywriter James Pash
Agency Producer: Aisling O’Dwyer
Designers: Gerard Sexton & Stephen Flynn
Business Director: Jimi McGrath
Senior Account Director: Emily Lyons
Account Manager: Amy Harrington
Strategy: Bronagh O’Donovan
Data Strategy Lead: Jennifer Langan
Project Manager: Irene Sharkey
Technical Director Daire Lennon
Developers: Sean Crawford, Greg Callan & Niall Eccles
Production Company: Antidote
Director: Ross Whitaker
Producer: Aideen O’Sullivan
Post Production: Raygun
Editor: Rob Hegarty
Post Production Supervisor: Jen Connolly Raygun
Production Designer: Joe Fallover @ Fallover Art