The Ideas Corp has designed a creative for client the Community First credit union in Sydney to help raise funds for the McGrath Foundation.
The campaign’s target audience is men, as the prior take-up of the credit card has been heavily biased towards women.
"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,” said Michael O'Reilly, Community First head of marketing.
Max Landrak, creative director of IdeasCorp said: "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 TVC will air from now until January.