BPAY is continuing its Rural Aid partnership in a snap campaign developed by BMF, to support farmers impacted by recent floods.
Who can forget the one-in-100-year downpour last month that left large parts of New South Wales, Southern Queensland and Victoria reeling from catastrophic flooding? Some of the worst impacted regions were the same areas that were battling drought just one year ago.
To help with the recovery effort, BPAY partnered with Rural Aid once again, to help farmers across Australia. This time last year, they had partnered with Rural Aid to help farmers battling the droughts.
Says John Banfield, CEO, BPAY Group: “Our hearts break to see our farmers hit again by another extreme weather event. We want to show them that we are truly in their corner.”
So that the impact of the flooding was still top of mind, the BPAY team sprang into action to quickly activate the campaign, gaining pro bono support from their advertising agency BMF, to create the campaign imagery and distribute through owned channels. Media partner Ikon, also negotiated support from major media outlets ARN, SCA, and Nine through donated media.
Adds Banfield: “We are so pleased with the response and generosity of our partners and Australians. Together we have been able to play a part in helping those flood-affected communities get back on their feet.”
BPAY’s tactical campaign to raise funds for flood-affected farmers has received an overwhelming response, seeing BPAY match donations to Rural Aid up to $25,000.
Creative Agency: BMF
Client: BPAY Group
Media Strategy: Ikon