The Smith Family highlights how charity helps children in Christmas fundraising campaign
The Smith Family has rolled out its Christmas campaign which aims to raise $3.89m towards the charity’s work to support disadvantaged children living in Australia.
The integrated campaign highlights how the money will be used.
Created by Marlin Communications, the ad features a child who has been supported through the charity’s Learning for Life education programs. She reads from a piece of paper about how the help has changed her life over the past year.
Dan Geaves, creative strategy director at Marlin Communications, said: “Whilst past advertising has always helped people to see a poor child, we wanted to also show how donations help a poor child. By focusing on reading we are helping The Smith Family tackle the barrier to action that is created when people don’t really see where money raised actually goes. By using a real child in the TVC we reinforce that when money is donated it changes a child’s future.”
Lisa Allan, national marketing manager at The Smith Family said: “Marlin encouraged us to think about how authenticity in our work would influence our audience. Children like Revival, through no fault of their own, fall behind at school. We can change that for more girls and boys if more people donate this Christmas.”
Credits
- Client: The Smith Family
- Client Team: Lisa Allan, Vanessa Chang and James Watkins
- Agency: Marlin Communications
- Creative Team: Vanessa McCarthy, Deborah Niski
- Creative Directors: Karl Tischler and Dan Geaves
- Account Team: Ashleigh Liversage and Georgia Lyon
- TVC Production: Luscious International
- Media: Delany Advertising and Media
- DM Production: Cojo
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this is not good. I hope it was done probono
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Please explain more Joe? Why is it no good?
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I like it. Good to get an idea of where some of the donations go. Revival did great.
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I do hope showing the positive outcome drives the giving – coz I loathe those 4-page letters trying to screw my gran for $25 using negative imagery – it could be the insight that works
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Why it’s no good:
Because ultimately it lacks real empathy.
There is little tension.
The outcome is expected.
The teacher’s smile is as cliched as the ahhh moment when something good is tasted.
There is no urgency to give.
Ultimately it tells us nothing new.
It is a donation ad infused with a brand message and so weaker for it.
Does that help?
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That’s bullshit
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guys, it’s a smile in the mind – and just as predictable as the negative imagery of cancer victim/sufferer, or starving child somewhere overseas – so maybe, just maybe it is relevant
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