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.