The Smith Family: Online Video Commercial
PURPOSE: The Smith Family is one of Australia’s most respected charities. Their mission is to lift children from disadvantage via education. Their annual Winter Appeal is a key strategic fund and awareness raising event.
COMMUNITY: the film needed to reach out to an online audience who were likely to miss the print and TV campaign.
BRIEF: build awareness & inspire audience to share the film through social networks.
STORY: We used a combination of cute kids and celebrities to connect to the audience. We felt a fun and inspirational tone was more likely to be shared than the many heavy and depressing charity promos.
DELIVERY: YouTube, email, conferences, fundraising events.
RESULTS: 2700 views on YouTube. Widespread acknowledgment throughout the organization and stakeholders.