Banking’s equal future

Melbourne – ANZ Bank is working hard to end gender inequality in the finance industry with its latest campaign.

• The video maligns the inequality of patriarchal power structures in business and government
• Seven-year-old Karate black belt Mahiro stars as the campaign’s fierce and fearless poster child

Equal Future, from agency WHYBIN\TBWA Group Melbourne invites Tiny Tot Feminists to read statements about gender inequality in a video directed by Jane Campion, the first and only female recipient of the Palme d'Or.

The video has been released to raise awareness about a number of initiatives the bank is taking, such as making an extra £320 (€447, $500) annual payment to all 12,700 ANZ female employees in Australia and donating £0.60 (€0.90, $1) to the International Women’s Development Agency for every post shared with the hashtag #equalfuture.

The Big Picture: Brands need to stop pandering to gender stereotypes. In terms of income, power and status, The Athena Woman is increasingly man’s equal, or better, and will appreciate being reminded of this.