IAG and UnLtd launch first ever media campaign for Be Centre

IAG and social purpose organisation UnLtd have launched the first campaign for children’s play centre, Be Centre.

The announcement:

UnLtd has teamed up with IAG to launch the inaugural media campaign for Australia’s largest children’s play therapy centre, Be Centre.

‘What they struggle to say, we help through play’ sheds a light on Play Therapy, one of the most effective methods to help a child heal after trauma. In the last 12 months, Be Centre has seen unprecedented demands for their services and the hope is that this campaign will raise the profile of the service and engage supporters so more young people can be helped.

The brand strategy was developed by IAG who was paired with the charity through industry social purpose organisation, UnLtd. IAG’s internal creative team, Colab, was responsible for the creative work which was brought to life by illustrator and author Beck Feiner.

IAG are the first brand marketing team in Australia to ever work end-to-end with UnLtd to bring a campaign to life pro-bono, from strategy through to creative and execution.

While Colab created the visual assets, which include distinctive and eye-catching social and out of home executions, IAG’s media agency, Mindshare, assisted in securing media alongside UnLtd’s media partners including JCDecaux, Tonic Media Network and VMO.

Michelle Carlyle, CEO at Be Centre commented on the campaign: “There’s no denying that the past year has been tough for everyone. Not all of us are capable of expressing our feelings and processing the impacts of these events, especially the most vulnerable in our society – children.

“We’ve seen a large increase in new enquiries over the past year. Unfortunately in 2020, Be Centre had to close their waitlist and turn children and families away due to the lack of funds available to support them. The waitlist is never zero.

“This campaign will help us not only raise the profile of our organisation but also create awareness of the impact of play therapy and help us expand our services beyond the northern beaches.”

Anna Rallos, Marketing Innovation Lead at IAG added: “As marketers we have the power to change behaviour. How? By drawing attention to worthy causes.

“The Be Centre campaign harnessed the talents of our marketing team and agency partners to develop an impactful not for profit campaign.”

Rachel Troy, Chief Operating Officer at UnLtd said: “We’re very proud to have linked up IAG with Be Centre and witnessed the evolution of their relationship that has culminated into this incredible campaign.

“It’s an amazing first for the UnLtd team to work with a brand marketing team to execute a campaign end-to-end for one of our charity partners. IAG have really set the bar high. It’s great to work with passionate partners who are all about furthering the impact of these incredible charity organisations.”

If any other media partners would like to get involved, please contact kate@unltd.org.au


Beck Feiner – Illustrator @ Beck Feiner Creations

Anna Rallos – Marketing Innovation Lead
Taddie Lines – Marketing Coordinator
Orla Tomlinson – Personalised & Performance Marketing Assistant
Annabel Brusasco – Personalised Marketing Specialist
Jessica Yorke – Content and Social Media Consultant
Robin Feiner – Creative Lead
Jax Gordon: Head of Colab

Paris Giannakis: Art Director

Christian Sabado: Finished Artist

Paul Palmas: Digital Asset Coordinator

Katrina Vo: Copywriter

Conrad De Lange: Designer

Rachel Troy – COO – Head of Social Impact Partnerships
Kate Holland – Account Director

Jenn Mule – Associate Director

Source: Clear Hayes Consulting media release


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