Campaign: The Smith Family’s Christmas Appeal 2014

Campaign: The Smith Family’s Christmas Appeal 2014

The Smith Family’s Christmas Appeal, developed by Marlin Communications, will run as a fully integrated campaign across TV, online, print and DM from this week.

The campaign has been developed to raise $3.89m towards The Smith Family’s work to support the one in 10 children in Australia living in disadvantage.

For the first time, the The Smith Family’s Christmas Appeal, developed by Marlin Communications, will run as a fully integrated campaign.and features a real child who has been supported through the charity’s Learning for Life education programs.

Dan Geaves, creative strategy director at Marlin Communications, said that:  “Whilst past advertising has always helped people to see a poor child, we wanted to also show how donations help a poor child.  By focusing on reading – we are helping The Smith Family tackle the barrier to action that is created when people don’t really see where money raised actually goes. By using a real child in the TVC we reinforce that when money is donated it changes a child’s future.”

Lisa Allan, national marketing manager at The Smith Family said “Marlin encouraged us to think about how authenticity in our work would influence our audience. Children like Revival, through no fault of their own, fall behind at school. We can change that for more girls and boys if more people donate this Christmas.”

The Smith Family is a national, independent children’s charity helping disadvantaged Australians to get the most out of their education, so they can create better futures for themselves.


Client: The Smith Family
Client Team: Lisa Allan, Vanessa Chang and James Watkins
Agency: Marlin Communications
Creative Team: Vanessa McCarthy, Deborah Niski
Creative Directors: Karl Tischler and Dan Geaves
Account Team: Ashleigh Liversage and Georgia Lyon
TVC Production: Luscious International
Media: Delany Advertising and Media
DM Production: Cojo

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