RE Launches A New Brand For NFO Organisation Uniting

RE Launches A New Brand For NFO Organisation Uniting
Zoe Finlayson
By Zoe Finlayson
SHARE
THIS



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.

Uniting Preview

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 uniting

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]