For this assignment, you are an employee in a large bank that has been hit by a series of scandals involving many parts of its organisation. The scandals that surfaced included how the bank charged...

For this assignment, you are an employee in a large bank that has been hit by a series of scandals involving many parts of its organisation. The scandals that surfaced included how the bank charged deceased customers for services not provided, withholding payouts for insurance, and breaches of anti-money-laundering laws. The bank has also been criticised for its lack of diversity in its members composition of their board structure and executives.The bank wants to change this negative image and improve its image to its customer base through a corporate social responsibility campaign. The bank has formed a community of practice within its organisationthat wishes to develop a positive image, highlighting its positive impact the community. One of the ideas presented is to capitalise on the #MeToo movement. You have been selected to be part of this community of practice. The bank has set aside a budget for donation to not for profit organisations, particularly thoseinvolved with reducing violence against women. Part of this initiative is an advertising campaign through social media to highlight its support and this plan has been received very positively by its executive team, because of increasing brand exposure.The bank has asked for ideas from the members of your community of practice to review its ideas for this campaign.As an individual, prepare a report to provide comments on this campaign. You have some personal reservations about this campaign, and although you have been asked to provide your comments, you need to be careful as this campaign has gained widespread traction amongst the high level executives. Further, many of your colleagues have expressed their support for the proposals for this social media campaign and they have even come up with a campaign framework that measures the social impact along with potential market gain. Your intention is to put a number of arguments or cautions, and encourage the campaign designers to think about averting a potential negative reaction.Prepare a report, to your executives, highlighting to them some of the points of view that may not have been considered. Your report should be 2000 words maximum, excluding references and appendices.You are required to address a number of points, such as:

1. a potential negative backlash from the public against this marketing campaign;


2. provide in-depth researched and grounded explanation as to why such a backlash may occur;


3. some proposals that are well grounded in literature, that would help this campaign and the bank.