Mission Australia: Awareness Campaigns.
The Challenge.
Mission Australia approached Mindjam to help them raise awareness of their brand and domestic violence and child poverty in Australia, and in turn increase donations. This campaign carried quite a responsibility as over 116,000 Australians are homeless on any given night, 1 in 6 Australian children live in poverty and 1 Australian woman is killed every week by her current or ex-partner.
Our Creative Solution.
Mission Australia take a long term approach to these issues. Rather than giving short term hand outs, they invest in long term strategies to help Australians in need to ‘stand on their own two feet’. This unique philosophy of Mission Australia inspired the campaign theme "Independence is Precious". This proposition not only differentiates Mission Australia from other charities but gives supporters a face to empathise with. We brought the campaign to life with emotive and dramatic storytelling through video (TVCs and social), promoted social and digital and provocative messaging on OOH.
The Results.
Mindjam’s Creative Director has now worked on 10 consecutive campaigns with Mission Australia, during which brand awareness has lifted 13% and donations by 35% as a direct result of the campaigns. Creatively, the campaign has been recognised for countless global industry awards including best NFP campaign at the WOMMY Awards held in Miami.
Independence is Precious Campaign #5.
Social Video
Television Commercial
In the last 12 months, we have helped Mission Australia increase donations nationally by 35%.
If you want to help us increase this stat further, click the button below: