The Smith Family highlights how charity helps children in Christmas fundraising campaign
The Smith Family has rolled out its Christmas campaign which aims to raise $3.89m towards the charity’s work to support disadvantaged children living in Australia.
The integrated campaign highlights how the money will be used.
Created by Marlin Communications, the ad features a child who has been supported through the charity’s Learning for Life education programs. She reads from a piece of paper about how the help has changed her life over the past year.
this is not good. I hope it was done probono
Please explain more Joe? Why is it no good?
I like it. Good to get an idea of where some of the donations go. Revival did great.
I do hope showing the positive outcome drives the giving – coz I loathe those 4-page letters trying to screw my gran for $25 using negative imagery – it could be the insight that works
Why it’s no good:
Because ultimately it lacks real empathy.
There is little tension.
The outcome is expected.
The teacher’s smile is as cliched as the ahhh moment when something good is tasted.
There is no urgency to give.
Ultimately it tells us nothing new.
It is a donation ad infused with a brand message and so weaker for it.
Does that help?
That’s bullshit
guys, it’s a smile in the mind – and just as predictable as the negative imagery of cancer victim/sufferer, or starving child somewhere overseas – so maybe, just maybe it is relevant