Auckland City Mission: ACM Angels

Category: Charity / Not for Profit
Agency: Publicis Mojo Auckland
Client: Auckland City Mission


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 engage Aucklanders and exceed targets and deliver a ROI of $13.30 donated for every $1 invested by the Auckland City Mission.

Marketing Challenger & Objectives

Christmas 2010 presented one of the greatest fundraising challenges the Auckland City Mission had ever faced.

The Auckland City Mission is a passionate, dynamic, social service organisation with a long and proud history of serving people who have been marginalised through poverty, ill health, or trauma.