How we changed the way Australians see kids living with disadvantage.
Television Advertising / Direct Mail / Radio Campaign / Out of Home Media
The Smith Family
For decades, The Smith Family had been telling a story about disadvantaged kids through a lens struggle and hardship.
When we shifted focus to highlight the inherent strength of children dealing with disadvantage, people connected in new and powerful ways.
We told the stories of kids with everything against them, who don’t give up … teenagers ‘parenting’ their parents, and children shouldering responsibility beyond their years. It turns out that stories of resilience are more engaging than images of poverty, inspiring more people to give, and in ways they never had before.
Results:
5.4% increase in donations
7.2% increase in donors
11,000 children helped
We happily acknowledge that this project was created in collaboration with mates at other agencies, but our DNA is in every pixel.
Sound good? Say ‘Allo’ below