The Smith Family Christmas Appeal
There is a special place in our hearts for campaigns that help children in our community. The Smith Family’s 2024 Christmas Appeal told the story of Owen, whose family was plunged into poverty when his dad could no longer work. As a result, poverty was causing Owen to fall behind at school. Owen’s story broke our hearts, and our insight was that there are many reasons children can fall behind at school, but poverty shouldn’t be one of them.
For this festive campaign, the simple motif of a red book illustrates that education is one of the world’s most powerful change agents. As we see Owen desperately practicing his reading throughout his school day to catch up, we see a child who deserves to be rewarded for his hard work.
The fully integrated appeal encompassed video, display advertising and direct mail, inviting Australian donors to give children like Owen access to the extra learning support they need to thrive when school returns in the new year. The creative reminded Australians that with their support, next year can be different for children like Owen, and he’ll finally have the chance to see his hard work and dedication rewarded.
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.
