An ATM acts like a controlling partner in this campaign about financial abuse

Ireland's Allied Irish Bank (AIB) and charity Women's Aid have created an "abusive teller machine" to highlight the problem of financial abuse by controlling partners. 

In a campaign by Rothco, the Irish agency owned by Accenture Interactive, an ATM was programmed to mimic the controlling behavior of a financially abusive partner when people attempted to withdraw money from their account. It confronted the customers with questions and threats, such as “Why do you need more money?” “Are you hiding money from me?”" and “If you’re lying, I’ll find out.”

Customers' reactions were captured by series of hidden cameras while a Women’s Aid and AIB representative were both on hand to directly support anyone affected by the experience.

The customer was ultimately denied their money and the reason behind their experience revealed, highlighting the fact that over 198,000 women in Ireland are suffering financial abuse by their partners at any given time. Customers were then directed to seek support from Women’s Aid if they, or someone they knew, were 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," said Stephen Rogers, creative director at Rothco in a statemen. "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.