The Smith Family 2023 Winter Appeal
The winter (tax) campaign is The Smith Family’s biggest cash appeal of the year, especially for higher-value donations.
For winter 2023 TSF wanted a strong, rational concept to emphasise the disproportionate and unfair impact of the rising cost of living on the education – and future prospects – of children experiencing disadvantage.
‘It doesn’t add up’ was the creative theme developed for this appeal, inspired by the case study’s love of maths – and by the sheer injustice of a situation where a smart, determined child with a supportive family (in an affluent country with a great education system) is being prevented from achieving their best at school because of poverty.
This fully integrated appeal encompassed press and out-of-home advertising, direct mail with additional collateral for high-value donors, and digital marketing.
The standard of our direct marketing creative was lifted as soon as we partnered with Tone. Their ability to connect with the experience of both our donors and the students they support is second to none. They do that with ingenuity and respect while continuing to stretch our thinking and what we assume is possible. We have genuine partners who are invested in our success. We’re very lucky to be working with them.
