BPAY appeals to Australians to help pay the bills of drought-affected farmers

Electronic bill-paying system BPAY has launched a campaign to help drought-affected farmers with the aim of making it easier for them to pay their bills.

BPAY has partnered with Rural Aid on the campaign to encourage people to pay the household bills of struggling farmers through its service. Donations can be made as a one-off, recurring or scheduled payments.

The campaign features real Australian farmers sharing their experiences on how the drought is affecting their livelihoods.

To kick off the campaign, BPAY has donated $100,000 to Rural Aid. It has also set up Rural Aid as a BPAY biller so it can better identify donors and issue receipts more efficiently.

The campaign, created by BMF, will be running on TV, online, OOH and across digital.

The OOH execution for the campaign

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


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
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

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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