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By John McCarthy, Opinion editor

March 26, 2015 | 2 min read

The Co-operative Bank has launched a new TV campaign to underline the bank’s ethical foundations as part of its brand reinvestment scheme.

The advertising campaign will inform viewers that new current account customers will receive £100 - with a further £25 to be donated to one of seven selected charities including, Action Aid, Amnesty, Carer’s Trust, Hospice UK, Oxfam, Water Aid and the Woodland Trust.

In the ad, Thomas, a community elder from Malambo in Tanzania, announced the company’s commitment to mobile banking and UK call centres and charity support.

Alastair Pegg, marketing director at the Co-operative Bank, said: “As a bank we believe that the decisions we make will not only help create positive change in our communities, but the wider world too.

“This is firmly rooted in our values and in our customer-led Ethical Policy. Our new advertising campaign shows how our products benefit customers financially, whilst supporting charities of their choice and the good work they do both at home and abroad.”

Pegg concluded: “This campaign continues our reinvestment in our brand and reaffirms to both existing and potential customers, if you want an ethical bank then we still remain the bank of choice for you.”

Suzanne Jeffrey from Oxfam's corporate partnerships team, added: "This is a fantastic opportunity for bank customers to make their money work for some of the world's poorest people.

Just £25 can make a big difference to Oxfam's work. It could, for example, pay to fix a well in a community like Thomas' or provide the labour, tools and training to maintain it in the future.”

The through-the-line campaign was devised with Leo Burnett and Dinosaur, with the TV ad set to premier Thursday 26 March at 7.15pm on ITV during Emmerdale.

Amnesty International The Co-operative Bank Woodland Trust

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