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." “Fifth Third’s culture as The curious bank leads us to look for unique solutions to help improve lives and the well-being of the communities we serve,” said Steven Alonso, executive vice president and head of Fifth Third's Consumer Bank. “We view SU2C’s innovative approach to scientific collaboration and accelerating the pace of research as an example of one such unique solution and are pleased to further support this important cause. Through this campaign, Fifth Third hopes to reach consumers– whether they are looking for a new bank or not – with a compelling message and a way to get involved in the fight against cancer.” Fifth Third is asking everyone who has been impacted by cancer to share their photos and stories by using the hashtag #PayToTheOrderOf via Twitter, Vine, Instagram and Facebook. Some stories will be featured on an interactive gallery at 53.com/SU2C.