Section 2: Short analysis on a CSR related case. (10 marks)

The "Banks Belong to You" campaign

"We want to start a conversation with the Australian people to remind them that they own the banks. The idea is to talk to Australians not as customers of banks but as citizens who have superannuation tied to the fortunes of the banks."

To view the contents of the campaign, go to: https://www.banksbelongtoyou.com.au/

Reading material:

Media resource to study:

http://www.afr.com/business/banking-and-finance/financial-services/banks-to-launch-miningstyle-ad-campaign-20171109-gzi0v7

http://www.abc.net.au/news/2017-10-09/commonwealth-bank-shareholder-class-action-set-to-get-underway/9029988

http://www.smh.com.au/business/banking-and-finance/the-knowns-and-unknowns-in-cbas-money-laundering-scandal-20170818-gxzafi.html

https://www.theguardian.com/australia-news/ng-interactive/2016/apr/29/timeline-banking-scandals-in-australia-since-2009

http://www.smh.com.au/business/banking-and-finance/after-years-of-bank-scandals-the-people-have-been-heard-20171130-gzw0rm.html

https://www.bloomberg.com/news/articles/2017-11-29/australia-s-turnbull-to-hold-inquiry-into-banking-industry

CSR reports by Australian banks.

Required:

Critically analyse Australian banks recent print and television advertising campaign.

Identify the discrepancies between corporations CSR behaviour and their stated standards of CSR. You are required to conduct your own research (not limited to the links provided above) to investigate examples of pro-social and anti-social behaviours by Australian banks, especially the Big 4 banks (CBA, NAB, ANZ and WBC).

Summarise what are the main goals of the advertising campaign (a form of CSR exercise) trying to achieve. You answer can analyse from the management of publics perceptions, targeting sector, ABAs (Australian Bank Association) agenda, etc..