RE Launches A New Brand For NFO Organisation Uniting
Strategic brand agency, RE, has launched a new brand and positioning for not-for-profit organisation Uniting, which showcases the breadth and depth of its offering and support to people and communities.
The new positioning, developed with RE strategists, reveals there is much more to Uniting than people think. This is the first ever large-scale public campaign for Uniting (formerly UnitingCare NSW.ACT), which brings together the untold stories of courageous and brave people from all walks of life who are connected to and impacted by this multi-faceted community services organisation.
Market research indicated that if people knew about Uniting at all, it was limited to one or two local services and awareness of the multitude of ways the organisation helps people has been low.
Uniting, for example, is responsible for the first legal medically supervised injecting centre in the Southern Hemisphere, stands up for refugee rights, is one of the largest providers of early learning services, has significant services to support the LGBTI community and is a leading innovator in aged care.
The positioning heroes the people Uniting connects and supports via moving and authentic creative that puts a human face on the myriad of services the organisations provides.
The centrepiece is a series of filmed conversations between strangers who realise an unexpected connection– it’s real storytelling between people who discover moments of shared experience and wisdom. Like Lunette who fled Sierra Leone during civil war to Marianne who runs the Uniting Medically Supervised Injecting Centre in Kings Cross.
Nine of the content pieces are being launched through the owned platforms of Uniting including website and social channels. The content will also feature as a 90” film montage at selected cinema locations throughout NSW and the ACT.
In addition, the film stories are supported by a gallery of portrait shots by acclaimed photographer Gary Heery. These portraits feature an extensive OOH campaign on buses, bus shelters, cross tracks, city lights and selected digital executions. Uniting will also take advantage of its significant number of owned service locations with additional OOH signage across the state.
RE and Uniting will also undertake an experiential activation on 3-4 May to raise awareness of the new brand and hero those people who told their stories for the campaign. Martin Place in Sydney and Centenary Square in Parramatta will become a giant Uniting ‘Welcome Mat’ to celebrate inclusivity, diversity and acceptance of all people without judgement.
Patrick Guerrera, managing director at RE said, “Uniting is undergoing a period of unprecedented transformation, triggered by a rapidly changing cultural and legislative landscape. Our brand thinking and campaign has been purpose built to drive that transformation, and secure the incredible scope of services they offer to the community”.
Sandra Black, director marketing and communication for Uniting said, “The challenge for Uniting has been how to authentically position itself in the market as a significant and competitive community service provider while remaining true to our purpose and values as a not-for-profit.
“The brand strategy and campaign approach developed with Re has not only achieved that, it has also helped drive other significant transformation projects within Uniting as it creates a sustainable and client-market focussed future.”
CREDITS
Client: Uniting
Agency: RE
Experiential: M&C Saatchi Sports and Entertainment
- Colin Cornwell – Creative Director
- Chris Maclean – Supporting Creative Director
- Jack Naylor – Director (Collider Productions)
- Ben Harrison – Head of Strategy
- Loren August – Executive Producer
- Photography – Gary Heery
- Lou Rice – Senior Account Director
- Sophie Collins – Account Director
- Annika Weller – Design Director
- Erin Hoffman – Senior Designer
Please login with linkedin to comment
Comms Council KFC T20 Big Bash League strategic brand STW Group unitingLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.