Indie creative agency Paper Moose has unveiled its first piece of work for Uniting NSW.ACT, following a creative pitch in April. This bold brand campaign is set to hit the streets this week, marking a pivotal moment for one of Australia’s largest not-for-profits.
“This campaign reflects the real difference Uniting makes for people and communities across NSW and the ACT. It’s designed to reach more people who need our life-changing services and to help them understand the breadth of support we provide across every stage of life,” said Stuart Crabb, chief customer officer at Uniting NSW.ACT.
“By building greater recognition and trust in the Uniting brand, we can advance our goal of disrupting entrenched disadvantage and creating brighter futures for the people and communities we serve.”
“We’re thrilled to partner with such an incredible, purpose-driven organisation at such a pivotal milestone. The campaign reflects a shared commitment to creating meaningful impact for people and communities,” added Nick Hunter, CEO of Paper Moose.
Developed in close partnership with Uniting and insights consultancy, The Navigators, the campaign embodies an emotive new platform, ‘The Change You Can Feel.’ Featuring bright, vivid photography and five life-centric scenarios, this campaign shows the transformative power of care—no matter your stage in life. Where everything weaves together to tell Uniting’s brand story and its wide range of services.
“Our new campaign is about creating real connection. The Lilly Pilly brand colour has become a symbol of the impact Uniting makes every day, while our stories highlight the difference people can genuinely feel when supported by our services,” explained Melanie Hallett, marketing lead of brand engagement at Uniting NSW.ACT.
The campaign launches in two phases: September–November 2025, and February–May 2026, spanning outdoor, transport and retail OOH, radio and audio, digital, social, and print channels. This marks the beginning of the partnership to lift awareness and ensure more people are aware of the full breadth of life-changing support Uniting NSW.ACT provides.
Credits:
Client: Uniting
Chief Customer Officer: Stuart Crabb
Marketing Lead – Brand Engagement: Melanie Hallett
Agency/ Production: Paper Moose
Executive Creative Director: Nick Hunter
Head of Client Services & Production: Hannah Day
Strategy Director: Annabelle Rogers
Creative Director: Jeremy Willmott
Creative Copywriter: Hannah Stokes
Design Lead: Kenn Huang
Senior Account Director: Brigitte Harbrow
Photographer: Lula Cucchiara
Research: The Navigators
Media: Havas
