BRIEF
Create awareness for The Smith Family through social media, drive consideration and raise donations during the Winter Appeal 2014.
How can social bring to life the story of disadvantaged Aussie kids to drive action?
SOLUTION
Connect to our audience emotionally, take them through a journey and give them a taste of what living in disadvantage feels like. The feeling when the other kids call you names. The feeling when other kids tease you. The feeling of missing out on school excursion. The feeling of being left out.
IDEA
The Story of Living in Disadvantage - A simple binaural (3D) audio-sensory-experience. It tells the real story, based on real testimonials, from the disadvantage kids perspective that simply puts you in the shoes of our kids.
RESULTS
Over 15,000 views on YouTube
Over 100,000 people engaged with the piece during the campaign period
Resulted in an all time high for donation made through social media