The Smith Family: Word Wall

The Smith Family, an Australian charity, looking to raise donations to help sponsor children who do not have the basics, like a uniform or books, when they go to school, faced the problem of competing in a crowded market as well as two current major appeals for disaster funding.

The Smith Family: Word Wall

BMF

ENTRY INFORMATION

Category: Not-For-ProfitCountry where program ran: AustraliaDate program started/ended: 18th January - 15th February 2009

Product Description: The Smith Family's Back To School Appeal

Advertiser/Client Name: The Smith FamilyMedia Channels: DirectMailPrintOther

STRATEGY

Marketplace Challenge:

When a child goes to school without the basics (like a proper uniform, books or sporting equipment) they cannot participate. This sets up a pattern of underachievement and social isolation that lasts the rest of their lives. To break this cycle of disadvantage, The Smith Family asked caring...

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