To turn ANZ's negative sentiment around, we decided to tell Australia about MoneyMinded - a financial literacy initiative from ANZ that has helped over 300,000 struggling Aussies. So we created a campaign called Money Minded Mondays. But we didn’t just preach to people, we gave them a simple, useful, behaviour that they could adopt - one that could actually benefit them. This in turn raised the general awareness of financial health, which we could then link back to ANZ’s contribution to the community. Every Monday we shared a small, attainable tip that could make a big difference to any bank balance. Tips that had already made a positive impact on financially disadvantaged members of the community. These tips gave us an authentic reason to talk about the good work that ANZ does in the community and as a result helped turn the negative sentiment towards the bank around.