Fifth Third Brings Back Successful Campaign

Sep 09, 2014 at 01:14 pm by Staff

“Pay to the Order of” benefits customers and Stand Up to Cancer

Five years ago, Edith Pena was diagnosed with thyroid cancer. After having the diseased thyroid gland and connected lobes removed, she has been cancer-free. Today, she’s a staunch supporter of Stand Up to Cancer (SU2C), as is her husband, Jose Pena, senior vice president and head of retail banking for Fifth Third Bank (NASDAQ: FITB), North Florida.

“At Fifth Third, we’re part of a big culture with strong core values, and our team wanted to know how we could make a difference to the communities we serve,” said Pena, based in Tampa. “Like me, many team members have experienced cancer in some form – themselves or a loved one – and for the same reason, cancer really resonated with employees and customers.”

Noting that one in two men, and one in three women, will be diagnosed with some form of cancer in their lifetime, Brian Lamb, president and CEO for Fifth Third Bank (North Florida), echoed Pena’s sentiments. “We’ve all been affected by cancer in one way or another,” he said. “We look forward to further partnering with Floridians to help raise awareness and funds for the fight against cancer.”

After a successful first quarter run that helped to raise more than $2.3 million in donations to SU2C, Fifth Third brought back its unique “Pay to the Order of” campaign, which runs through Oct. 17. Less than two weeks into the renewed campaign that started July 28, the cumulative total had reached $2.6 million.

Originally launched in January, the bank’s “Pay to the Order of” campaign leverages new checking accounts to help drive donations to support collaborative cancer research programs. For every new customer who opens a checking account with direct deposit and makes three online bill payments, Fifth Third will gift $150 to the customer and donate $150 to SU2C.  

SU2C, a charitable program of the non-profit Entertainment Industry Foundation, is a groundbreaking initiative that raises money to accelerate innovative cancer research, enabling scientific collaboration to quickly connect new therapies to cancer patients. 

Fifth Third began working with SU2C in 2013 when the bank rolled out exclusive SU2C credit and debit cards, which generate donations to SU2C for every qualifying purchase made using those cards.

Specifically, SU2C receives the $10 annual fee associated with the debit card, plus $0.005 per net retail purchase made with the debit card. SU2C receives $5 for every active SU2C credit card, plus 0.2 percent for every net retail purchase made with the credit card.    

Fifth Third’s marketing campaign deftly mixes humor and heart to make its point. In one ad, “Replacements,” featuring the Fifth Third SU2C MasterCard, a seemingly mischievous schoolboy is shown as a champion when his motive becomes clear: he’s seeking help to fund a cure for his school pal with cancer.  

“We’re thrilled not only with the tremendous support we’ve received from Fifth Third and its customers, but also the enthusiasm with which Fifth Third employees have embraced the cause,” said SU2C co-founder Rusty Robertson. “Together, through initiatives like the ‘Pay to the Order of’ campaign, we can continue to fund the most promising research and help more people diagnosed with cancer become long-term survivors.”

The “Pay to the Order of” campaign also engages consumers by asking them to upload a photo at or use the hashtag, #PayToTheOrderOf, to share the loved one for whom they’re fighting. For every eligible photo shared using the hashtag on Twitter, Facebook, Instagram and Vine, Fifth Third donates $1 to SU2C.

“The stories that surfaced and the connections made have been inspirational and beyond what we could have ever hoped for,” said Maria Veltre, senior vice president and CMO of Fifth Third. “We’re excited to bring this campaign back and drive additional funding for SU2C’s cutting-edge research.”


The renewed “Pay to the Order of” campaign benefitting Stand Up to Cancer (SU2C) ties in with Fifth Third Bank’s Decoding Healthcare events being held in Orlando and Tampa throughout the year.

In October, a distinguished group of panelists will share innovative ideas in response to the changing landscape of the healthcare industry and how it may impact business and personal lives.

Orlando: Friday, Oct. 24, 7:30-9:30 am, in a location to be determined.

Tampa: Tuesday, Oct. 28, 7:30-9:30 am, at Westin Harbour Island.


Fifth Third Bank

Stand Up to Cancer

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