BPAY partners with Rural Aid to provide drought relief for farmers via BMF

20 February 2020

Creative Agency: BMF

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Australians can choose to donate to Rural Aid as a one-off, recurring or scheduled payment through an Australian bank account.

BPAY has turned its attention to drought affected farmers to make it easier for them to pay their bills in a new campaign.

With many parts of Australia currently facing the longest drought on record, farmers are facing significant financial pressure with mounting water, fuel, feed and other bills.

For the campaign, BPAY has partnered with Rural Aid – one of Australia’s largest rural charities – to encourage Australians to use BPAY to help pay the household bills of drought-affected farmers.

Australians can choose to donate to Rural Aid as a one-off, recurring or scheduled payment through an Australian bank account.

To kick-start the donations, BPAY has contributed $100,000.

In addition to the fundraising efforts, BPAY has also been working behind the scenes to help set Rural Aid up as a BPAY biller so that they are now able to quickly identify donors to reconcile payments and issue receipts promptly.

“We are incredibly proud of partnering with Rural Aid to support our Aussie farmers," BPAY Group general manager marketing and communication Renee Amor says.

"The campaign leverages BPAY's high brand awareness and trust to deliver a fantastic community benefit. And as a result, will build an even stronger emotional connection to our brand.

"Our research shows that while awareness Is high, users aren't necessarily aware that they are using BPAY because it is so seamlessly integrated into their banking channels.

"We can give BPAY an Identity, a stronger personality and put a face to the name while making a difference. Our member Financial Institutions have loved being able to also make a difference by sharing this campaign with their customers."

The integrated campaign includes TV, Online, OOH and Digital, featuring real Aussie farmers’ testimonies on how the drought has affected their livelihood, and drives viewers to donate via https://www.ruralaid.org.au/BPAY.


Creative Agency: BMF
Executive Creative Director: Alex Derwin
Group Creative Director: Luke Martin
Creative Director: Douglas Hamilton
Art Director: Casey Schweikert
Executive Planning Director: Christina Aventi
Executive Director – Digital and Direct Strategy: Irina Hayward
Planning Director: Thomasine Burnap
Managing Director: Stephen McArdle
Group Account Director: Liz Ainslie
Senior Account Manager: Peggy Wong
Account Manager: Adam Reeves
Agency Producer: Tamara Kennon and Jenny Lee-Archer
Art Buyer: Basir Salleh
Production Company: FINCH
Director: Kyra Bartley
Producer: Bryce Lintern
Post Production: Atticus
Editor: Delaney Murphy
Sound and Music: Rumble
DOP: Campbell Brown
Photographer: Joel Pratley

Client: BPAY Group
General Manager Marketing and Communication: Renee Amor
Senior Brand & Marketing Manager: Brittany Kury
Brand Campaign Manager: Emily Vella
PR & Communication Manager: Dung Nguyen

Media Strategy: Ikon

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