Mission Australia’s new winter appeal highlights the true and emotional story of a mother and her eight-year-old son fleeing their family home to escape domestic violence to urge the community to donate to help support families experiencing homelessness.
Created with MindJam and Customedia, the campaign tells the story of 33-year-old Heather and her eight-year-old son Lucas who had fled their home a number of times to escape Heather’s violent husband, Chris. Heather had felt sorry for Chris and didn’t want to break up her family. She also had no other safe place to go. So the mother and son returned home – time and time again.
Domestic violence is one of the leading causes of homelessness in Australia with more than 114,000 people seeking help from specialist homelessness services in the past year because they were escaping domestic violence. More than 116,000 Australians are experiencing homelessness on any given night, and for many like Heather and Lucas, it’s the only option when home is no longer a safe place to be.
Mission Australia’s general manager, fundraising and marketing, Elvira Lodewick said the campaign highlights the difficulties and stress experienced by families escaping domestic violence and experiencing homelessness as well as the importance of donating to support families in need this winter.
“No one should be forced to stay in a violent home to keep a roof over their child’s head. Yet, we know that there are thousands of Australian families and young children who have been pushed into homelessness because their home is no longer a safe place to live. With the generous support of donors, Mission Australia can continue to help vulnerable families like Heather’s to find a safe place to call home when crisis hits and a caring professional to help them regain their independence,” said Lodewick.
Launched on 15 April, the campaign includes a direct mail appeal and is set to run on television, outdoor, press, radio and digital advertisements until 30 June 2018.
Soccer Superstar Christiano Ronaldo removed coke bottles from his table at a press conference, and now Coca-Cola is worth a few billion dollars less. Ronaldo is known for his strict and healthy diet was at a Euro 2020 press conference when he removed the coke bottles in front of him and said the already famous […]
Australian broadcaster and ABC veteran Jon Faine has alleged that out of all Aussie politicians, Peter Dutton has threatened to sue him the most in his career. In a piece for The Age, Faine wrote about his career in radio claiming that the ABC managers had “Dutton Fatigue” from the Defence Minister’s continual threats to […]
The R/GA Future of Mobility Report shows that two-thirds of vehicle owners globally (67 per cent) feel they will not have flexible transportation options in the future, even with the rise of new forms of mobility. This poses new opportunities in addition to new risks for automotive incumbents, who face a threat of losing direct […]
Australian underwear subscription brand Knobby is teaming up with its loyal subscribers to share their stories in a new campaign aimed at celebrating extraordinary individuals. Based on the Sunshine Coast, Knobby claims to be Australia’s leading undie subscription brand reaching subscribers across Australia, Europe, the US and Asia, with its undies featuring an amazing new […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]
In their first major communications since becoming Bupa’s creative services agency, Thinkerbell has extended the ‘Because Life Happens’ platform with a timely six weeks free retail offer for new customers. The campaign urges young Aussies to join Bupa… right now…because life could happen…to anyone…seriously…any second now… Jim Ingram, national chief tinker at Thinkerbell added: “We’ve […]
In this guest post, Dan Hojnik (pictured below), head of strategy and planning at Involved Media, argues that brand and performance are more closely linked than many marketers care to admit… I remember trying to explain the benefits of brand and performance marketing working together early on in my career only to have a strong-headed […]
With a goal to provide Australians with “Better Health for Better Lives”, Medibank is Australia’s leading private health insurer, with more than 3.7 million customers through the Medibank and ahm brands. In addition to private health insurance, the Medibank group also offers a suite of diversified insurance products including travel, life and pet insurance. With […]