Opportunity
The winter (tax) campaign is The Smith Family’s biggest cash appeal of the year, especially for higher-value donations. This fully integrated appeal encompassed press and out-of-home advertising, direct mail with additional collateral for high-value donors, and digital marketing.
Strategy
For winter 2023, The Smith Family 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 for developing 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.
Creative
- Campaign strategy
- Concept development
- Graphic design
- Copywriting
Partner
Tone Studio
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