BMF And BPAY Go Fully Drag In Fun Campaign Promoting Financial Literacy

A survey conducted for BPAY Group by RFi Research in May revealed 58 per cent of people have a strong intention to help family and friends struggling with their bills.

Young people are being particularly hard hit by job losses and those aged under 35 are significantly more likely to have deferred their bill payments when compared to their older counterparts.

When given the option, 64 per cent of 25-34 year olds chose to defer bill payments. Meanwhile 52 per cent of consumers aged under 35 are significantly more likely to be expecting to defer their bill payments in the next 12 months.

Back in April Leasa Mann made a social media post offering to pay the bills of people who were financially struggling, using BPAY. Leasa, a fabulous drag diva who is a star performer on Melbourne’s once glittering night-time entertainment scene, wanted to help those suffering hardship.

The accompanying campaign is the work of creative agency BMF.

The generous offer to help others quickly caused a ripple effect with friends, acquaintances, and perfect strangers wanting to help out. To date, around 40 people have received help with over $5,000 worth of bills paid.

Leasa wants the movement to inspire a generosity of spirit in Aussies during these tough times. To continue this goodwill, BPAY has created a tutorial video starring Leasa, to help Aussies get better at their bills with BPAY.

Pia Chaudhuri, group creative director, BMF, 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,” Chaudhuri said.

Leasa added: “BPAY works for me because I get paid fortnightly and can use BPAY scheduling to pay my bills when I get paid. When the payment is fixed, such as a phone bill, I can schedule it to happen automatically.”

When it came to paying the bills of others, the security and privacy of BPAY enabled her to pay the bills without sharing any personal information or knowing any personal information about the recipient.

For every unique, completed view of the BPAY tutorial, BPAY will donate $1 to charity up to a maximum of $30,000. BPAY is proud to be making the donation to First Nations Foundation and their My Money Dream initiative, an online training program designed to increase the financial wellbeing of Indigenous Australians. If the target is reached, the money will provide financial literacy skills to 500 Indigenous Australians.

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

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