Community First unveils TVC for new pink Visa in support of the McGrath Foundation via IdeasCorp

Community First, Sydney’s largest community based credit union has launched a Debit version of its successful Pink Visa credit card to help raise funds for the McGrath Foundation.

The debit card launch will be backed by a TVC via IdeasCorp, aimed more specifically at men, as the take-up of the credit card has been heavily biased towards women. The TVC will air from mid-December through January.

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Says Michael O’Reilly, Community First head of marketing: “Our customers like the idea of supporting the McGrath Foundation through their everyday banking. But so far we’ve found that men are a little more reluctant to carry a pink Visa card in their wallet, so we’re launching a campaign that specifically talks to men.”

Says Max Landrak, creative director of IdeasCorp: “Pink is seen as a feminine colour, but when you look at who’s affected by breast cancer, it’s not just women, it’s also their husbands, sons and fathers, so pink really is for boys.”

The McGrath Pink Visa Credit Card was launched in August 2009, and has so far raised donations of over $150,000 to the McGrath Foundation. The money raised goes to fund McGrath Breast Care Nurses in communities right across Australia and to increase breast awareness in young Australians, with a particular emphasis on young women.

CLIENT: Community First Credit Union

SOUND: Klang