Animal protection charity International Fund for Animal Welfare (IFAW) has awarded its advertising account to Sydney agency Cabana Boys, which will take a new campaign to market later this month, aimed at building brand awareness and reputation.
Launching on Sunday, 12 May on pay television and digital channels, the TVC will focus on creating a mnemonic for the organisation where IFAW stands for I Found A Way.
Cabana Boys co-founder, Nik Robinson said: “IFAW is an active, involved organisation of can-do people that empowers animal lovers to make a difference to suffering animals wherever they are.”
“This campaign is a call-out to all those people who want to do something to help animals – but don’t know how – saying that there are other people just like them who have ‘found a way’ through IFAW.
According to IFAW Oceania director Isabel McCrea, IFAW’s long-term goal is to be recognised as the leading animal protection non-profit organisation in Australia.
“A key step on that path is to boost brand recognition among potential donors to animal causes. IFAW has worked in Australia for 30 years – delivering huge numbers of animal rescue and protection programs. But that very diversity can make it a challenge to differentiate ourselves from other animal charities.
“This campaign will, we hope, go a long way to helping address this challenge, positioning us as the action-focused organisation that we are – and doing it in a powerful, motivating and inclusive way.”
Cabana Boys won the IFAW account in a five-way strategic and creative pitch.
The campaign was written by Stuart Ghent and art directed by Nik Robinson, with television production through Engine.
IFAW’s media agency, Ikon Communications will target potential donors to animal causes to increase awareness and recognition of the IFAW brand. Ikon client service director, Jason Kendal said the campaign will be placed within environmentally relevant programming on pay television to drive national coverage, use of pre-rolls to extend campaign reach, OTP and display banner advertising on relevant websites.