Auckland City Mission: ACM Angels

Christmas 2010 was a tough year for charities, more people needed help and Kiwis had less to give. To cut through the normal charity messaging Auckland City Mission chose to highlight the role of the donor instead of the plight of the affected.

Auckland City Mission: ACM Angels

Category: Charity / Not for ProfitAgency: Publicis Mojo AucklandClient: Auckland City Mission

Summary

Christmas 2010 was a tough year for charities, more people needed help and Kiwis had less to give.

To cut through the normal charity messaging Publicis Mojo Auckland chose to highlight the role of the donor instead of the plight of the affected. It launched an outdoor and social media campaign that aimed to celebrate the donor by showing how those who receive see them - “as their Angel”.

This campaign was a phenomenal success, managing to...

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