The Banking and Finance Oath launches first ever ad campaign

Trade advocacy group The Banking and Finance Oath has launched its first ever advertising campaign with a serious of print ads in the Australian Financial Review.

The announcement:


For the very first time, The Banking and Finance Oath (The BFO) is undertaking an advertising campaign using the Australian Financial Review (AFR) as its media channel of choice to target professionals working in the banking and finance industry.

The campaign – launched in the weekend issue of the AFR on Saturday 30 March – features a half page print ad, with a short digital campaign running across their site this week, and was developed by distinguished advertising veteran John Bevins.

The concept of the campaign ‘The more that sign, the stronger the spine’ emphasises the need for the financial services industry to build a strong ethical foundation, achieved through individuals who can apply an ethical lens and framework in their jobs. The ethical framework is The Banking and Finance Oath.

The Oath is an independent initiative begun in 2012 in affiliation with The Ethics Centre, which is designed to strengthen the ethical foundation of the financial services industry by encouraging self-reflection and ethical decision-making. The Oath contains a set of commitments that individuals can freely adopt and apply as personal principles in their work – principles that complement and reinforce the norms of conduct highlighted by Royal Commissioner Hayne.

The BFO Executive Officer Jodi O’Callaghan says “While the Final Report of the Royal Commission was a clarion call to the financial services industry to prioritise business conduct and organisational culture, this ad campaign is a call to action for all those working in financial services who want to do the right thing and have a positive influence on business conduct and culture.”

Systemic issues of unethical behaviour that have impacted on culture are now being addressed by financial institutions following a difficult year in the spotlight during the Royal Commission. The BFO believes now is the time for individuals who are proud of their industry to come together and drive change in their workplace, and the Oath can support them in this quest.

Anyone who would like to become a signatory to The BFO can find out more at www.thebfo.org

The Vision of The BFO is “A banking and finance industry that meets the community’s needs and has its full confidence, thereby fulfilling its integral role in society.”

The BFO has two clear aims:

  • to encourage a strong ethical framework for individuals in our financial services industry. The values of integrity, honesty and trust must underpin the industry’s dealings with the Australian community – these values clearly need to be strengthened. The BFO is uniquely targeted at the behaviour of the individual and, building on that behaviour, can help to shape a positive culture within institutions themselves; and
  • to provide a public platform on which signatories have the opportunity to demonstrate their integrity and in turn their commitment to the industry. An oath needs to be public,  ideally taken publicly but also visible beyond the act. This transparency encourages peer-to-peer accountability and allows the signatory to be held to account by all stakeholders.


  • Trust is the foundation of my profession

  • I will serve all interests in good faith

  • I will compete with honour

  • I will pursue my ends with ethical restraint

  • I will help create a sustainable future

  • I will help create a more just society

  • I will speak out against wrongdoing and support others who do the same

  • I will accept responsibility for my actions

  • In these and all other matters; My word is my bond.

From a Banking and Finance Oath media release


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