Campaign: Food for Life

Campaign: Food for Life

International aids organisation Caritas Australia has launched a campaign to raise money for its Lenten appeal.

Ashleigh Liversage
Posted by Ashleigh Liversage

Caritas Australia has developed a national Lenten appeal since 1966.  The campaign is set to launch nationally in February 2015, with a target of raising over $11m. One of Australia’s largest humanitarian campaigns, the range of materials developed for Project Compassion 2015 includes print ads, online resources, marketing and fundraising collateral for parishes, and curriculum based educational resources for schools.

In 2015 the appeal has been themed ‘Food for Life’ by Caritas Australia and their specialist agency – Marlin Communications. Marlin briefed Sydney-based sign writer Bobby Haiqalsyah, to help develop a typographical treatment for the campaign inspired by the signs of cafés and farm shops. Dan Geaves, Creative Strategy Director at Marlin Communications, said that “Every year Project Compassion uses stories from around the world to inspire support. We wanted to be able to share a wide range of stories to reflect the diversity of the world’s people, their food, and how a little support can help them to change their lives.”

Jo Green, senior fundraising campaign coordinator at Caritas Australia said: “Marlin’s approach has really helped us convey our commitment to upholding people’s dignity, and creatively helped us draw a link between very diverse situations, from droughts in Africa, the creation of sustainable food sources in SE Asia, and nutrition management in First Australian communities.” The campaign will continue to feature the familiar Project Compassion box – a memorable feature of the campaign used to encourage alms-giving since the 1960s.

Credits

Client: Caritas Australia Client

Team: Jo Green

Agency: Marlin Communications

Creative Team: Matthew Ware, Deborah Niski, Cassandra Gaunson

Sign writer: Bobby Haiqalsyah

Illustrator: Liza Kirillov Creative Directors: Dan Geaves, Karl Tischler Accounts Team: Christina Lilley, Vanessa Gambin