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Reading: Mission Australia Launches Touching Homelessness Campaign For Winter
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B&T > Advertising > Mission Australia Launches Touching Homelessness Campaign For Winter
Advertising

Mission Australia Launches Touching Homelessness Campaign For Winter

Aimee Meredith
Published on: 12th April 2017 at 9:13 AM
Aimee Meredith
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Mission Australia has launched a new winter advertising campaign that urges the community to support parents and children facing homelessness as a result of domestic violence.

Created with the help of King Content and Customedia, the campaign tells the true story of heavily pregnant mother, Kayla, and her five-year-old daughter, Mia, who have no choice but to live in a garage exposed to the elements to escape Kayla’s violent partner.

The ads show how Mission Australia supported the family when they were at their most vulnerable and helped them to escape the cycle of abuse, and call for viewers to donate to the not-for-profit organisation.

The campaign, which launched today, includes a direct mail appeal and is set to run on TV, outdoor and digital channels until 30 June 2017.

Mission Australia’s general manager of marketing, Elvira Lodewick, said the campaign depicts the adversities experienced by parents and children escaping domestic violence, and the importance of the charitable donation in supporting families in need this winter.

“There are thousands of Australian families and young children who have been stripped of their independence because of domestic violence. As a result of escaping such an unsafe situation, so many are left without a safe place to call home,” she said.

“Our campaign really highlights that domestic violence is a leading reason people fall into homelessness, and with the vital support of donors, Mission Australia can continue to help families like Kayla’s on their journey to independence during winter and beyond.”

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TAGGED: AFL, Customedia, Mission Australia
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By Aimee Meredith
I am a proactive, hard-working and entrepreneurial communications professional with experience in communications and community relations roles and five and a half years of undergraduate and post-graduate education. I have a passion for health and not-for-profit PR campaigns. Creative with my turn of phrase, I thrive on well crafted prose, forming solid relationships with media and bucket loads of coverage. I am currently Media Manager at Mission Australia and have held roles such as Account Manager at A Little Extra, Community Fundraising Coordinator at Autism Spectrum Australia (Aspect), PR Officer at Expertise Events, Account Manager at Mint PR and PR at Hill + Knowlton Strategies. I also completed a Master of Health Communication at Sydney University with a High Distinction average and received a Distinction average for my BA Public Communication (PR stream) at UTS.

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