CommBank is Australia’s leading provider of integrated financial services committed to their strategy of becoming a simpler better bank, to fulfil the purpose of improving the financial wellbeing of customers and communities. Committed to the Australian Indigenous communities, CommBank works to strengthen financial skills and needs of individuals, and community members are given the opportunity to be upskilled in finance and business, and in turn Commbank fosters greater economic, social, and financial equity for Aboriginal and Torres Strait Islander peoples.

Thelma Plum’s philanthropic work provides CommBank an unparalleled opportunity to work with one of Australia’s most prominent Indigenous female voices to support Aboriginal and Torres Strait Islander communities to achieve their financial goals. With a firm advocacy for Indigenous communities, Thelma Plum’s charitable work is to provide mental health support, education and help during financial hardship, living at the core of Thelma’s personal beliefs for a well-rounded life. Thelma Plum wanted a genuine partnership to support Indigenous communities while enabling her to wholeheartedly endorse the initiative and support the narrative through her own passions. 

CEA found a way to bring the values and objectives of both Thelma and CommBank. Utilising CEA’s knowledge and legal expertise, a strategy was workshopped and expanded on, encompassing a way that a formalised partnership could be curated. The vision was to create opportunities for both parties to make significant and tangible differences both practically and financially within communities that the young Gamilaraay Thelma Plum supports.

“Performing over live-stream is not something I’m used to, but unusual times mean we all have to adapt, no matter who you are or what you do. I had such a great time virtually performing for the staff of CommBank, in the same studio I recorded my cover of Powderfinger’s ‘These days’. Partnering with CommBank to produce this cover and be part of their campaign allowed for an opportunity to bring us together during times of unease. I’m also extremely proud to be working with CommBank on charitable projects very close to my heart, to be announced in the coming months.”

Thelma Plum

CEA’s partnership curation motivated Thelma Plum’s vision, achieving a substantially positive impact in the community with the extraordinary contribution from CommBank. In conjunction, Thelma Plum’s rendition of ‘These Days’ used as the forefront of CommBank’s ‘Together. We Can’ campaign and performed for the CommBank employees as a live stream during the Covid-19 pandemic. Generating significant exposure and optimal reach and supporting both artist and brand objectives, CommBank continues to celebrate the work they do with Indigenous communities, as does Thelma Plum through her close work with aligned communities.