IAG And UnLtd Launch First Ever Media Campaign For Be Centre
UnLtd has teamed up with IAG to launch the inaugural media campaign for Australia’s largest children’s play therapy centre, Be Centre.
‘What they struggle to say, we help through play’ sheds a light on Play Therapy, one of the most effective methods to help a child heal after trauma. In the last 12 months, Be Centre has seen unprecedented demands for their services and the hope is that this campaign will raise the profile of the service and engage supporters so more young people can be helped.
The brand strategy was developed by IAG who was paired with the charity through industry social purpose organisation, UnLtd. IAG’s internal creative team, Colab, was responsible for the creative work which was brought to life by illustrator and author Beck Feiner.
IAG are the first brand marketing team in Australia to ever work end-to-end with UnLtd to bring a campaign to life pro-bono, from strategy through to creative and execution.
While Colab created the visual assets, which include distinctive and eye-catching social and out of home executions, IAG’s media agency, Mindshare, assisted in securing media alongside UnLtd’s media partners including JCDecaux, Tonic Media Network and VMO.
Michelle Carlyle, CEO at Be Centre commented on the campaign: “There’s no denying that the past year has been tough for everyone. Not all of us are capable of expressing our feelings and processing the impacts of these events, especially the most vulnerable in our society – children.
“We’ve seen a large increase in new enquiries over the past year. Unfortunately in 2020, Be Centre had to close their waitlist and turn children and families away due to the lack of funds available to support them. The waitlist is never zero.”
“This campaign will help us not only raise the profile of our organisation but also create awareness of the impact of play therapy and help us expand our services beyond the northern beaches.”
Anna Rallos, Marketing Innovation Lead at IAG added: “As marketers we have the power to change behaviour. How? By drawing attention to worthy causes.
“The Be Centre campaign harnessed the talents of our marketing team and agency partners to develop an impactful not for profit campaign.”
Rachel Troy, Chief Operating Officer at UnLtd said: “We’re very proud to have linked up IAG with Be Centre and witnessed the evolution of their relationship that has culminated into this incredible campaign.
“It’s an amazing first for the UnLtd team to work with a brand marketing team to execute a campaign end-to-end for one of our charity partners. IAG have really set the bar high. It’s great to work with passionate partners who are all about furthering the impact of these incredible charity organisations.”
CREDITS:
Beck Feiner – Illustrator @ Beck Feiner Creations
IAG
Anna Rallos – Marketing Innovation Lead
Taddie Lines – Marketing Coordinator
Orla Tomlinson – Personalised & Performance Marketing Assistant
Annabel Brusasco – Personalised Marketing Specialist
Jessica Yorke – Content and Social Media Consultant
Robin Feiner – Creative Lead
Jax Gordon: Head of Colab
Paris Giannakis: Art Director
Christian Sabado: Finished Artist
Paul Palmas: Digital Asset Coordinator
Katrina Vo: Copywriter
Conrad De Lange: Designer
UnLtd
Rachel Troy – COO – Head of Social Impact Partnerships
Kate Holland – Account Director
Mindshare
Jenn Mule – Associate Director
Latest News
New ‘Future Of Work’ Gives Reckitt Employees A Choice
Reckitt launches its Future Of Work Strategy. Thankfully, no mention of the robot armies or microchip implants either.
An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You
Look, it's top tips to mastering hypothesis-based marketing that mercifully doesn't require revisiting Year 12 maths.
Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Cummins&Partners Launches ‘Wear.Bleed.Wash.Repeat’ Work For Libra
Leading Australian period care brand Libra has launched a new integrated campaign to mark the launch of Libra Period Proof Briefs, created to educate on the ease of use when it comes to period underwear.
Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
Visual Search Company TRENDii Launches Privacy-First, Cookie-Free Advertising Solution For eCommerce Businesses
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
Cannes Lions Creates Trophies Out Of Parley Ocean Plastic From Reclaimed Fishing Nets
Not only will winning a Cannes Lion mean you can charge clients double, you'll also be doing good for the oceans too.
UEFA Threatens Fines If Players Move Presser Drinks, After Russian Football Manager Skols A Coke
B&T has no real opinion on press conference drinks, suffice to say the losing team deserves a gin and a Panadol.
The Ben Roberts-Smith Defamation Trial Gets Even More Complicated
Ben Roberts-Smith's defamation gets even MORE complicated! But if you understood The Matrix films, you should be okay.
Former SBS Journalist To Sue Network Over Alleged Bullying
The nation's tax-funded broadcasters continue to make headlines. Arguably to the horror of the taxpayers that fund them.
GET YOUR SKATES ON: Entries For This Year’s Women In Media Awards Close Today!
Here's an important one for today's 'to do' list. You need to even nudge it past 'send nasty email' & 'collect laundry'.
Nearly Half Of Australians Say They’re Addicted To Their Phones
Study finds 46% of Aussies are addicted to their phones. However, they're far less enthusiastic when it actually rings.
Drunk Welsh Footy Fan Takes Tumble Out Of Local Pub During Live TV Cross
Football is the 'world game', while drunk fans tumbling out of the pub after a win also appears a worldly thing to do.
After 11 Years, Manu Feildel’s Seven Contract Comes To An End
Seven says it won't be renewing Manu's contract, despite the Frenchman appearing on every single one of its TV shows.
Zurich Extends Partnership With Melbourne Football Club
Zurich extends partnership with Melbourne Football Club. Not that the head office has the foggiest idea about the rules.
dentsu ANZ Expands Merkle To Become Lead CXM Brand & Merges Isobar Into BWM
dentsu ANZ announces some extensions and a dash of merging here, in what appears to have been a rather busy weekend.
Isentia Names Top 75 Most Visible CEO Mentions In Australian Media
This CEO media list is a little bit on the predictable side. And not only that it's full of white, middle-aged men.
iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Study: Aussie Shoppers Still Buy On Price, But Emotion & Ethics Are Increasing Drivers
Study finds Aussies still mainly buy on price. Which is arguably not good news for chickens stuck in cages.
Sunday TV Wrap: Australian Ninja Warrior Launches To Just Under 800,000 Viewers
Ninja Warrior provides a possible insight into what you could look like if you ever bothered to use your gym membership.
DDB Remedy Launches New Campaign Heart Foundation Campaign ‘Saving Hearts’
Overdo it on the greasy burgers & fries over the weekend? Feel the coagulation in the chest watching these heart ads.
CHE Proximity Snares Justin Ruben Back From New York For ECD Role
CHEP looks to New York for new ECD, snaring Justin Ruben. Although he stresses he's no relation to the famed sandwich.
Kathmandu Hosts Urban Zipline Event In Partnership With Beyond Blue
Nothing says the outdoors like the Kathmandu brand. Although it readily fails to mention the chances of bear attack.
Victoria’s Secret To No Longer Call Ambassadors ‘Angels’ As Part Of Major Rebrand
In bad news for perverts everywhere, knickers brand Victoria's Secret is shifting its marketing out of 1972.
Evian Uses Ronaldo’s $5.2 Billion “Drink Water” Stunt In Own Marketing
Nothing screams "wanker" quite like an Evian water, does it? Admittedly, a well-hydrated wanker.
Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Facebook To Expand Transparency Around Political And Social Issue Ads In Australia
Facebook to expand transparency around political & social issue ads. Mark still refusing to crack a smile, however.
