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

Rothco created campaign for Allied Irish Bank and Women's Aid

Published On
Apr 29, 2019

Editor's Pick

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.



Apr 29, 2019
Client :
AIB/Women's Aid
Agency :
Agency :
Accenture Interactive
Agency Producer :
Aisling O’Dwyer
Executive Creative Director :
Alan Kelly
Creative Director :
Stephen Rogers
Senior Art Director :
Matt Evans
Senior Copywriter :
James Pash
Designer :
Gerard Sexton
Designer :
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
Senior Developer :
Sean Crawford
Digital Developer :
Greg Callan
Junior Developer :
Niall Eccles
Production Company :
Director :
Ross Whitaker
Producer :
Aideen O’Sullivan
Post House :
Editor :
Rob Hegarty
Post Production Supervisor :
Jen Connolly Raygun
Production Designer :
Joe Fallover
Production Design :
Fallover Art
Sound :

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