Cash Converters has launched a new campaign titled 'Be More Lifeproof', in collaboration with Howatson+Co and Carat WA.

The campaign introduces the 'Cashies Loan', a line of credit product aimed at everyday Australians who require access to funds without incurring upfront or ongoing fees.

The campaign, characterised by bold typography and the use of colloquial phrases such 'up a creek without a paddle,' it aims to reimagine how Aussies see and connect with Cash Converters.

Chief Growth Officer at Cash Converters Sara Tweedly said, "While we are the same Cashies with a passion for helping those that others can’t or won’t, our exit from payday lending has resulted in a shift in the customers that we can help and our new product and this campaign has been developed with this in mind."

Tweedly elaborated on the campaign's objectives: "Alongside ‘Be More Lifeproof’, we have also updated our platforms and processes to make it even easier for customers to do business with us. We want our customers to feel like they can come to us without judgement for all of life’s moments, good or bad."

Group Managing Director at Howatson+Company, Renée Hyde, added, "‘Be More Lifeproof’ reimagines how Aussies see and connect with Cash Converters, showing the role it plays in helping people through life’s ups and downs in a way that’s relatable, light-hearted, and unmistakably Cashies."

Carat WA Client Partner, Michelle Testa, said, "This campaign is an excellent testament to what Cash Converters really means as a brand and it has been a privilege for Carat to have a role in helping communicate this message and instil confidence. The Cashies Loan shows how Cash Converters pioneers in this space."

The Cashies Loan offers amounts ranging from $2,050 to $5,000, targeting individuals who may not have a perfect credit history. This move marks a significant shift for Cash Converters, which has decided to exit payday lending and will cease offering Small Amount Credit Contracts (SACC) from 25 September 2025.