Hit return

Our Hit Return campaign was designed to empower women who women who have had a career break to have the confidence to apply for Westpac Tech's Return to work program. 

Unlike competitive campaigns - that focus on specific roles - we created empathy by focusing on the life-stage of our candidates. It was reaching out to the mum who’s been raising her child for two years, not reaching out to a prospective data analyst.

Authentically, each video featured our own women of Westpac with quirky animations that represented the main reasons for a career break of two years or more — caring for children, travel, and health events.

Here we established our ‘return symbol’ and recurring spinning theme to represent the simplicity of returning to work via our program. 

This campaign is unique because it focuses on life experience, not just technical or work experience. It’s all about the candidates, the challenges they face and how the Westpac EmPOWER UP program can help them overcome those challenges.

EmPOWER UP was an enormous success.

We placed 100% of EmPOWER UP roles available.

We smashed LinkedIn engagement rates.

We hosted over 880 women in our first EmPOWER UP ‘Imposter syndrome’ event.

We placed an additional 17 people into roles
outside of the EmPOWER UP program.

We raised the number of women applying for technology roles by 81%.

EmPOWERING indeed.