BPAY Launches Campaign with Rural Aid to Provide Drought Relief to Aussie Farmers

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Campaign developed by BMF and produced by FINCH
BPAY Launches Campaign with Rural Aid to Provide Drought Relief to Aussie Farmers

Paying bills is a part of life, and for years, BPAY has made paying bills easier. And now BPAY has turned their attention to drought affected farmers to make it easier for them to pay their bills in their new campaign via BMF.

With many parts of Australia currently facing the longest drought on record, farmers are facing significant financial pressure with mounting water, fuel, feed and other bills.

For the campaign, BPAY has partnered with Rural Aid – one of Australia’s largest rural charities – to encourage Australians to use BPAY to help pay the household bills of drought-affected farmers. Australians can choose to donate to Rural Aid as a one-off, recurring or scheduled payment through an Australian bank account. To kick-start the donations, BPAY has contributed $100,000.

In addition to the fundraising efforts, BPAY has also been working behind the scenes to help set Rural Aid up as a BPAY biller so that they are now able to quickly identify donors to reconcile payments and issue receipts promptly.

Says Renee Amor, general manager marketing and communication, BPAY Group: “We are incredibly proud of partnering with Rural Aid to support our Aussie farmers. The campaign leverages BPAY’s high brand awareness and trust to deliver a fantastic community benefit. And as a result, will build an even stronger emotional connection to our brand.

“Our research shows that while awareness Is high, users aren’t necessarily aware that they are using BPAY because it is so seamlessly integrated into their banking channels. We can give BPAY an Identity, a stronger personality and put a face to the name while making a difference. Our member Financial Institutions have loved being able to also make a difference by sharing this campaign with their customers.”

The integrated campaign includes TV, online, OOH and digital, featuring real Aussie farmers’ testimonies on how the drought has affected their livelihood, and drives viewers to donate here .

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Creative Agency: BMF

Executive Creative Director: Alex Derwin

Group Creative Director: Luke Martin

Creative Director: Douglas Hamilton

Art Director: Casey Schweikert

Executive Planning Director: Christina Aventi

Executive Director – Digital and Direct Strategy: Irina Hayward

Planning Director: Thomasine Burnap

Managing Director: Stephen McArdle

Group Account Director: Liz Ainslie

Senior Account Manager: Peggy Wong

Account Manager: Adam Reeves

Agency Producers: Tamara Kennon, Jenny Lee-Archer

Art Buyer: Basir Salleh


Production Company: FINCH

Director: Kyra Bartley

Producer: Bryce Lintern

Post Production: Atticus

Editor: Delaney Murphy

Sound and Music: Rumble

DOP: Campbell Brown


Photographer: Joel Pratley


Client: BPAY Group

General Manager Marketing and Communication: Renee Amor

Senior Brand & Marketing Manager: Brittany Kury

Brand Campaign Manager: Emily Vella

PR & Communication Manager: Dung Nguyen


Media Strategy: Ikon

Genres: Documentary, Storytelling

BMF, 3 months ago