Animal group IFAW positions as ‘I found a way’ in new campaign

Sydney advertising agency Cabana Boys has created a new campaign’ to boost support for the International Fund for Animal Welfare (IFAW).

With a play on the charity’s acronym Cabana Boys created the new mnemonic, ‘I Found A Way’, aimed at potential donors to the fund.

The digital and pay television advert set to launch on Sunday features a cinematic classical score and pictures of animals suffering as a result of human activity interspersed with positive affirmations from donors.

Cabana Boys co-founder Nik Robinson, art director of the project, said: “This campaign is a call-out to all those people who want to do something to help animals – but don’t know how – saying that there are other people just like them who have ‘found a way’ through IFAW.”

Cabana Boys won the account in a five-way strategic creative pitch.

Stuart Ghent wrote the campaign produced through Engine.

IFAW Oceania director Isabel McCrea said: “A key step on that path is to boost brand recognition among potential donors to animal causes.

“This campaign will, we hope, go a long way to helping address this challenge, positioning us as the action-focused organisation that we are – and doing it in a powerful, motivating and inclusive way.”


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