Mission Australia has launched a new winter advertising campaign that urges the community to support parents and children facing homelessness as a result of domestic violence.
Created with the help of King Content and Customedia, the campaign tells the true story of heavily pregnant mother, Kayla, and her five-year-old daughter, Mia, who have no choice but to live in a garage exposed to the elements to escape Kayla’s violent partner.
The ads show how Mission Australia supported the family when they were at their most vulnerable and helped them to escape the cycle of abuse, and call for viewers to donate to the not-for-profit organisation.
The campaign, which launched today, includes a direct mail appeal and is set to run on TV, outdoor and digital channels until 30 June 2017.
Mission Australia’s general manager of marketing, Elvira Lodewick, said the campaign depicts the adversities experienced by parents and children escaping domestic violence, and the importance of the charitable donation in supporting families in need this winter.
“There are thousands of Australian families and young children who have been stripped of their independence because of domestic violence. As a result of escaping such an unsafe situation, so many are left without a safe place to call home,” she said.
“Our campaign really highlights that domestic violence is a leading reason people fall into homelessness, and with the vital support of donors, Mission Australia can continue to help families like Kayla’s on their journey to independence during winter and beyond.”