South Africa, May 15 -- Is this just another example of a brand trying to win points, or is it a sincere response to a real issue?

This campaign offers a bold statement and raises real questions about value, pricing and fairness. It also challenges us to look at how gender impacts the way South Africans experience the economy.

Strategic alignment: A brand acting with intent

This is not the first time Nedbank has taken a stand on issues that go beyond traditional banking.

From its Money Secrets campaign to its broader work on financial education and empowerment, Nedbank has built a voice around helping people make better money choices.

This pink tax campaign continues that work.

It fits well with Nedbank's purpose of helping South Af...