World Vision Australia launches sponsorship campaign ahead of Christmas, via EssenceMediacom and Amazon

December 11, 2024 10:01

This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.

Children’s charity, World Vision, has launched a new campaign that seeks to bolster child sponsorships and develop emotional connections, via EssenceMediacom and Amazon.

Coinciding with Christmas this year, the ‘Boxes for Better’ campaign uses an online hub containing videos that show how Amazon’s delivery boxes can be repurposed into eight activities that demonstrate a “lasting emotional impact”. The campaign’s crafts are designed to cover World Vision’s main pillars – health, clean water, food and education.

Through the activities – as well as the campaign’s foundation “of ‘positive parallels'” – the campaign is expected to educate families about the parallels between the lives of World Vision’s children and their own, and forger stronger empathetic views of sponsorship and its impact.

“This campaign is a testament to the power of creative thinking and strategic partnerships,” World Vision Australia’s head of lifecycle marketing, Mark Little.

“By turning everyday Amazon delivery boxes into tools for education and play, EssenceMediacom has helped us not only engage families in a meaningful way during the festive season, but also shines a light on the important work we do around the world to drive positive change.”

EssenceMediacom’s strategy work on the campaign encapsulated Amazon’s touchpoints, such as “delivery boxes and Prime Video [advertisements] to drive meaningful engagement and action.” The platform was developed to guide consumers to its respective content hub.

In addition to this, family influencers and paid display ads were deployed to spread the word via social media and to target the charity’s audiences, respectively.

“We are thrilled to see this idea come to life. This initiative exemplifies breakthrough thinking in the humanitarian aid sector, which often relies on more traditional media channels. Amazon’s widespread household presence and extensive reach allows World Vision to emotionally connect with their audiences at scale, during peak gift-giving season,” said EssenceMediacom Melbourne’s managing director, Carl Colman.

“This breakthrough approach has the potential to create a lasting impact on how humanitarian campaigns are perceived, engaged with and deliver emotional connections with our audience, driving child sponsorships.”

‘Boxes for Better’ will remain in market until December 31, 2024.

The announcement of the campaign’s launch comes two days after World Vision Australia’s chief marketing officer, Louise Cummins, revealed that she would be leaving the charity in the new year.