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 Shawn Hagan, President and CEO Fifth Third St. Louis. “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.
For additional information visit www.53.com/SU2C.
About Fifth Third:
Fifth Third Bancorp is a diversified financial services company headquartered in Cincinnati, Ohio. The Company has $130 billion in assets and operates 17 affiliates with 1,320 full-service Banking Centers, including 104 Bank Mart® locations, most open seven days a week, inside select grocery stores and 2,586 ATMs in Ohio, Kentucky, Indiana, Michigan, Illinois, Florida, Tennessee, West Virginia, Pennsylvania, Missouri, Georgia and North Carolina. Fifth Third operates four main businesses: Commercial Banking, Branch Banking, Consumer Lending, and Investment Advisors. Fifth Third also has a 25% interest in Vantiv Holding, LLC. Fifth Third is among the largest money managers in the Midwest and, as of December 31, 2013, had $302 billion in assets under care, of which it managed $27 billion for individuals, corporations and not-for-profit organizations. Investor information and press releases can be viewed at www.53.com. Fifth Third’s common stock is traded on the NASDAQ® Global Select Market under the symbol “FITB.” Fifth Third Bank was established in 1858. Member FDIC.
About Leo Burnett Company, Inc.:
With nearly 80 years of creating iconic campaigns, Leo Burnett Worldwide believes that creativity can change behavior. A HumanKind communications company, it operates with a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Part of Publicis Groupe, Leo Burnett Worldwide is one of the world’s largest agency networks with 98 offices and nearly 10,000 employees. In 2013, the global network was named “Most Awarded Network” by the International ANDY Awards and received “Network of the Year” honors from Dubai Lynx, AdFest, Kinsale Sharks, EPICA and the Cristal Awards. Leo Burnett works with some of the world’s most valued brands including The Coca-Cola Company, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among others. To learn more about Leo Burnett Worldwide visit our site, Facebook page and follow us via @leoburnett.
About Stand Up To Cancer:
Stand Up To Cancer (SU2C) raises funds to accelerate the pace of research to get new therapies to patients quickly and save lives now. SU2C, a program of the Entertainment Industry Foundation (EIF), a 501(c)(3) charitable organization, was established in 2008 by film and media leaders who utilize the industry’s resources to engage the public in supporting a new, collaborative model of cancer research, and to increase awareness about progress being made in the fight against the disease. As SU2C’s scientific partner, the American Association for Cancer Research (AACR) and a Scientific Advisory Committee led by Nobel Laureate Phillip A. Sharp, Ph.D., conduct rigorous, competitive review processes to identify the best research proposals to recommend for funding, oversee grants administration, and provide expert review of research progress. Stand Up To Cancer and the Stand Up To Cancer Brand Marks are trademarks of the Entertainment Industry Foundation.
Member FDIC. Offer available to new consumer checking customers only, excluding Private Bank, opening an account by March 31, 2014. $50 minimum deposit required to open all accounts. New account, three online bill payments and direct deposit required within 90 days of account opening to