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.”
Beck Feiner – Illustrator @ Beck Feiner Creations
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
Rachel Troy – COO – Head of Social Impact Partnerships
Kate Holland – Account Director
Jenn Mule – Associate Director
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 […]
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 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. […]
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 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 […]
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 […]
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, […]
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 […]