As part of AIB’s Group Advocacy initiative, which seeks to support customers experiencing a range of issues, they discovered that over 198,000 Irish women (1 in 10 over 15) are financially abused by their partners at any given time.

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To bring this hidden epidemic to the public’s attention, we didn’t simply want to communicate a big statistic. Abuse is a traumatic experience, so we wanted to put people in the shoes of a financial abuse victim (in a safe and controlled way) to give them a sense of the realities faced by these women on a daily basis. To achieve that, we took the most convenient interaction people have with money – withdrawing it from an ATM – and completely subverted that experience.