Credit union promotes its McGrath pink Visa credit card to men
Credit union Community First has kicked off a campaign promoting the new debit version of its Pink Visa credit card which helps raise funds for the McGrath Foundation.
The commercial, created by Sydney-based creative agency IdeasCorp, is aimed at men as it is primarily women taking-up the credit card, and it features men using the pink debit card and naming the women in their life impacted by breast cancer, with the message “breast cancer affects everyone, that’s why pink is for everyone”.
Community First head of marketing, Michael O’Reilly said in a statement: “Our customers like the idea of supporting the McGrath Foundation through their everyday banking. But so far we’ve found that men are a little more reluctant to carry a pink Visa card in their wallet, so we’re launching a campaign that specifically talks to men.”
The pink Visa credit card was launched in August 2009 and to date has raised donations of over $150,000 to the McGrath Foundation. The money raised goes to fund McGrath breast care nurses in communities across Australia and to increase awareness in young Australians.
Creative director of IdeasCorp, Max Landrak said in a statement: “Pink is seen as a feminine colour, but when you look at who’s affected by breast cancer, it’s not just women, it’s also their husbands, sons and fathers, so pink really is for boys.”
For every McGrath pink Visa credit card issued Community First donates $20 – half the card’s annual fee – to the McGrath Foundation.
Credits:
- CLIENT: Community First Credit Union
- CLIENT CONTACT: Michael O’Reilly, Head of Marketing
- AGENCY: IdeasCorp
- CREATIVE DIRECTOR: Max Landrak
- WRITER: Jane Caro
- ART DIRECTOR: Max Landrak
- DESIGN: Denzil Maher
- ACCOUNT MANAGEMENT: Mary Landrak
- MUSIC: David Beckingham
- PRODUCTION COMPANY: Film Motel
- DIRECTOR: Julie Money
- DOP: Anna Howard
- EXECUTIVE PRODUCER: Susie Douglas
- LINE PRODUCER: Linda Sapier
- EDIT: The Editors
- SOUND: Klang
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Great awareness for the cause….but $20 per card issued? come on
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