Commonwealth Bank launches ‘silly selfie’ campaign to raise funds for the Clown Doctors
The Commonwealth Bank is set to donate five dollars to the Clown Doctors for every “silly selfie” shared on Instagram or Twitter with the hashtag #ClowningForKids in an effort to support one of its longest standing community partners.
Launched on Wednesday, the socially-led campaign drew on its relationships with its Australian cricket team to highlight the work of the Clown Doctors.
Vittoria Shortt, group executive of marketing and strategy, Commonwealth Bank, said:“It’s important that we support our community partners above and beyond a signature on a cheque. We play a vital role in raising awareness of the important work of the Clown Doctors and help foster stronger engagement between the organisation and all Australians.”
https://www.youtube.com/watch?v=6_qisdUGPx8
“This campaign taps into a cultural trend and natural social behaviour – the selfie – allowing people to make a difference to those in need with a few simple taps of their smartphone,” Shortt said.
The online video is being supported with digital display banners and social media advertising, including a first-time paid partnership with Instagram. In-branch ads and display advertising across CommBank’s digital platforms were also rolled out.
A custom built JCDecaux panel fitted with an inbuilt camera and LCD touch screen will go live in Martin Place which will allow people to post their selfies on the spot.
Long-time Clown Doctor, Lou Pollard, AKA Dr Quack, said: “It looks like we Clown Doctors have some face-pulling competition on our hands! We are so excited to see the response so far. Sometimes having fun and laughing truly is the best medicine so we’re thrilled that CommBank is giving Aussies an opportunity to get behind us and help us make a difference to sick kids.”
The bank is the founding parter of the Clown Doctors and has supported the organisation for more than 16 years.
Donations to the Clown Doctors can also be made at any CommBank branch until the end of March or online at commbank.com.au/clowndoctors.
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