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.”
Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]
In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]