AIB | Abusive Teller Machine
As part of AIB’s Group Advocacy initiative, which seeks to support vulnerable customers, it was discovered that 1 in 10 Irish women have been financially abused by their partners. In conjunction with Women’s Aid, AIB identified a lack of public awareness and understanding of financial abuse as a serious barrier to women seeking help to escape abusive relationships.
Because financial abuse is a little understood experience, we wanted to give people a sense of the realities faced on a daily basis by victims. So we decided to put people in the shoes of a financial abuse victim, albeit in a safe and controlled way. We would take the most convenient interaction people have with money – withdrawing it from an ATM – and completely subvert that experience
“Women’s Aid received global news coverage and, for the first time in its 45 year history, 25% of all calls to Women’s Aid helpline were from callers seeking support on financial abuse.”
