BMF and Smith Family launch back to school appeal
Creative agency BMF and The Smith Family have launched a back to school appeal to help disadvantaged kids.
The announcement:
Help a disadvantaged Aussie child stand out for the right reasons.
Right now, there are 605,7001 disadvantaged children across Australia who are going back to school without the essentials like a proper uniform, shoes or books. This makes them feel isolated and alone, struggling to fit in and keep up with their peers.
The Smith Family’s 2012 Back to School Appeal launched on 30th January with the start of the new school year. Through the appeal, The Smith Family urgently needs to find sponsors for 5,000 of these kids. Sponsorship is only $1.30 a day and provides vital education essentials, as well as emotional support. This life-changing contribution can help a disadvantaged child make the most of their education and create a much brighter future for themselves.
Main channels include TV and direct mail with support from press, digital banners and social media.
The campaign tells the story of how disadvantaged kids can stand out for all the wrong reasons at school, and how such a small contribution can make the world of difference to them.
To sponsor a child, visit www.thesmithfamily.com.au or call 1800 633 622.
Or, show your support for The Smith Family on Facebook.
Source: 1. Australian Bureau of Statistics (2011). Labour force, Australia: Labour force status and other characteristics of families
Agency:
BMF
Director & Post Production:
Tom Sparks
Production:
BMF
Media Planning and Buying:
Delaney Advertising & Media
Client:
The Smith Family
Source: BMF press release
