Can a checking account help fight cancer? The “Pay to the Order of” campaign launched today by Fifth Third Bank and agency of record Leo Burnett answers that question by using account openings to drive donations for cancer research. For each new customer who opens a checking account with direct deposit and makes three online bill payments, Fifth Third will give $150 to the customer and donate $150 to Stand Up To Cancer (SU2C).
SU2C, a program of the Entertainment Industry Foundation and a 501(c )(3) charitable organization, is a groundbreaking initiative that supports scientific collaboration to accelerate innovative cancer research and bring new therapies to patients quickly. Fifth Third began working with SU2C in 2013 when the Bank launched the Fifth Third SU2C credit and debit cards, which direct donations to SU2C for every qualifying purchase made using those cards. Fifth Third Bank is the only card issuer to offer SU2C payment cards and contributed more than $534,000 to SU2C in 2013.
“We are incredibly grateful to Fifth Third Bank for their continuous support of Stand Up To Cancer,” said Rusty Robertson, SU2C CFA. “Through this collaboration, Fifth Third has raised not only an invaluable amount of awareness for the disease but has helped fund groundbreaking cancer research.”
The campaign spans radio, in-branch, online, out-of-home and social media as well as TV, including two commercials released today: “Replacements” and “Checkbook.” Click here to view the work. “Replacements” tells the story of a seemingly mischievous grade-schooler-turned-champion looking for a cure for his school friend, while “Checkbook” outlines the true story of one woman’s struggle with cancer.
“The curious bank is more than just a tagline, it’s the way this bank behaves,” said Dave Loew, executive vice president and executive creative director of Leo Burnett. “They’re curious about finding ways to solve people’s problems, even if it means going beyond what people expect from a bank. We think the advertising will break through and bring attention to this important collaboration.”
