World Vision goes positive with new heartwarming campaign

World Vision has launched its new brand campaign, focused on the positive outcomes and successes in changing children’s lives for the better, rather than the shock tactics the brand used in the past.

The new campaign, driven by World Vision’s in-house creative team, and supported by production partners Vandal and Helium Films, highlights “the powerful connection between generous Australians and communities in need worldwide”.

World Vision acknowledged the campaign is a contrast to what the sector has seen for decades. It even uses Primal Scream’s 1991 classic ‘Movin On Up’ to soundtrack the uplifting vision, hammering home the upward momentum of the message.

“While World Vision has never shied away from the tough conversations of a child in an emergency or crisis, it’s incredibly important to celebrate the long-term impact of Australians’ generosity,” noted World Vision’s chief marketing officer, Louise Cummins.

“We are so proud to share this brand story and celebrate our Australian supporters. This campaign beautifully showcases and reinforces World Vision’s ‘This Means the World’ brand platform, which is designed to inspire Australians with opportunities that have a positive impact on the world,”

Andrew Henderson, World Vision’s head of brand, creative, and content, said the new campaign “celebrates Aussies at their very best, for nearly 60 years quietly making a profound and lasting impact to children globally.”

The campaign launched today, across TV, digital, outdoor, social, and PR.


Creative: Chief Marketing Officer – Louise Cummins
Head of Brand, Creative & Content – Andrew Henderson
Creative & Brand Director – Rory Ellis
Head of Lifecycle Marketing – Emma Jayarajah
Brand Project Lead – Jordana Patterson
Brand Project Coordinator – Sheridan Misso
Mass Segment Acquisition Manager – Jacqui Martin
Content Lead – David Fonti
Video Content – Jordan Montgomery
Brand Communication Manager – Lucy Fogarty
Production partners: Vandal & Helium
Film Director – Tracey Rowe
Executive Producers – Brenden Johnson & Benjamin O’Donnell
Producer – Ciara Hehir
Post Producer – Alex Francis
DOP – Nick Andrew
Assistant Camera – Jake Lawlor
Editor – Mariah Dunn
Sound Design – Nigel Crowley
Grade – Marcus Timpson
Online – Phil Stuart Jones
Creative support: M&C Saatchi
Media agency: EssenceMediacom
Global PR agency: Eleven
Music: Music Supervision by Music Mill.


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