Drag artist Leasa Mann fronts BPAY’s campaign to help people in need
Drag artist, Leasa Mann, is the new face of electronic bill-payment system BPAY, after she offered to pay the bills of struggling Australians in the pandemic using the service, and it turned into a nation-wide initiative.
Mann will appear in a tutorial on how to use BPAY to its fullest advantage, with the brand donating $1 for each unique view to the First Nations Foundation in support of its My Money Dream initiative, an online training program designed to increase the financial well being of Indigenous Australians.
Mann said: “I never thought one post would spark a wave of kindness with so many people joining in to help. Together, we were able to cover over $5000 worth of expenses for people who’ve been doing it tough.”
“I was so excited when BPAY got on board. Now, all you have to do is watch my tutorial to help you get better at paying bills, and BPAY will donate $1 for every unique view to charity,” added Mann.
The tutorial video can be viewed here:
The campaign pushes BPAY’s ‘In Your Corner’ platform, communicating how it can make paying the bills, and the bills of others, easier.
The campaign follows BPAY’s call for support from Australians to help pay the bills of drought-affected farmers in February. Both campaigns were made by BMF.
Group creative director, Pia Chaudhuri, said: “We wanted to show Australians that BPAY is so much more than the logo in the corner of their bills. When we came across Leasa’s story, we were blown away. She’s such a genuinely amazing person for the generosity she’s shown so many people during this pandemic.
“But the fact she was also using BPAY to do it meant we had to find a way to build on what she started, to help even more people in need. It’s crazy that what began as one single Facebook post has culminated in a campaign that will contribute towards many more people – both Aussies looking for a better way to get on top of their bills, as well as the lasting financial skills of First Nations’ people.”
Renee Amor, general manager marketing and communication, BPAY Group, added: “We want this campaign to continue to demonstrate the ease, convenience, privacy and security of using BPAY to manage your own bills, or the bills of others. When over 98% of Australians know BPAY and more than 70% use it, it makes it much easier to do something that makes a difference in the community, and that’s why our member financial institutions are supporting and sharing this campaign. The initiative not only enables Australians to help pay the bills of those doing it tough through the crisis, it will also make a significant contribution to the great work being done by the First Nations Foundation.”
Credits
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Group Creative Director: Pia Chaudhuri
Art Director: Jane Tjokrowidjaja
Copywriter: Lisa Down
Head of Art and Design: Lincoln Grice
Senior Interactive Designer: Matthew Hughes
Chief Strategy Officer: Christina Aventi
Strategic Planner: Sarah Hood
Chief Executive Officer: Stephen McArdle
General Manager: Paul Coles
Account Manager: Adam Reeves
Head of TV: Jenny Lee-Archer
Agency Producer: Esta Lau
Production Company: Sweetshop
Director and Filmmaker: Logan Mucha
Producer: Greg Fyson
Post Production: The Editors
Editor: Laurence Van Camp
Sound and Music: Otis
DOP: Marden Dean
Art Buyer: Basir Salleh
Photographer: Benn Wood
Production Director: Karen Liddle
Integrated Producer: Simone Plaza
Digital Producer: Danielle Kartika
Front End Developer: King Tan
Client: BPAY Group
General Manager Marketing and Communication: Renee Amor
Senior Brand and Marketing Manager: Brittany Kury
Brand Campaign Managers: Emily Vella and Rita Phu
PR and Communication Managers: Dung Nguyen and Jeffrey Coote
Media: Ikon Communications
