National children’s charity “Act for Kids” and creative agency Publicis Worldwide are aiming to convince Aussie families to buy one less Christmas present this year and instead give the money to kids at risk of child-abuse and neglect.
The new communications push taps into authoritative research that shows 70 per cent of people regret some of the impulse purchases they make at Christmas, yet a total of about $11 million is spent annually on Christmas gifts.
Average Aussies spend $593 on Christmas presents.
Act for Kids is an Australian charity providing free therapy and support services to children and families who have experienced or are at risk of child abuse and neglect.
The charity operates 26 centres with a team of more than 350 staff offering services that include integrated therapy, support for vulnerable families, special workshops to empower kids and safe houses in remote Aboriginal communities.
The mainstay of the new Act for Kids/Publicis “One Less Present” campaign is a two-minute, captivating video of kids being asked what they want for Christmas, then being asked what they would give away to kids who would not get any presents for Christmas.
Publicis Worldwide executive creative director Ryan Petie said: “We’ve supported Act for Kids for more than 15 years and we hope this project achieves the effectiveness of our past campaigns.
“As a father of two youngsters, I know how much money we spend on unnecessary gifts at Christmas, which could be much better spent giving a little hope to kids in need.”
Act for Kids marketing manager Penny Parsons said: “The One Less Present campaign from Publicis Worldwide is authentic and moving, focusing on children giving to others as an act of generosity and understanding.
“This latest campaign follows in the success of Monster Crayons in 2016, a new product now sold in retail stores around Australia.”
Watch the One Less Present film here:
Visit the website to give to Act for Kids.
Client: Act for Kids
Executive Director of Service: Rob Williamson
Marketing Manager: Penny Parsons
Direct Marketing Manager: Julie Sampson
Communications & Fundraising Support Manager: Cavill Stone
Agency: Publicis Worldwide
ECD: Ryan Petie
Creative Director: Aldo Ferretto
Art Director: Kale McRedmond
Copywriter: Anais Read
Copywriter: Shaun McMahon
Producer: Dana White
Account Director: Harleigh Reimer
Account Manager: Shayne Rase
Digital Director: Alexandra Sundqvist
Senior Developer: Alex Parker
Senior Editor: Clint Brice
Social Media Manager: Georgia Crawford
DOP: Brendan Isaac
Audio Production Company: The Voice Plant
VO Artist: Astrid Cooper