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Vancity begins Change Everything campaign

Vancouver-based credit union Vancity has begun a new advertising campaign that invites customers to make banking choices that will positively impact their communities. The brand campaign, created by TBWA\Vancouver, uses the tagline, “You can change everything if you change your bank.” It will run in waves through the year, making use of television, outdoor and street-level advertising, along with a new website. The creative promotes the company’s community and environmental activities. The 15- and 30-second TV commercials are running on major television stations in BC. This ad is also in rotation on the video boards recently installed in downtown Vancouver by Bonnis Media CoreVision. The outdoor campaign consists of billboards, tri-boards, transit shelters and SkyTrain wraps. In addition, promotional workers will use video cameras to record pedestrians describing what they would like to change about their city or region. These clips will be hosted on the company’s website. “Change everything invites people to change the way their money works. It’s about how people can effect large change by making a small change like switching their credit card,” said Sloan Dinning, director of brand and marketing communications at Vancity. “We want consumers to change how they think about their banking because with Vancity, they can benefit personally while also benefiting their community.”

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