23 November, 2006
Four major brands collaborate for the first time
Four of Australia’s biggest charities, Australian
Red Cross, Mission Australia, Heart Foundation and The
Cancer Council Australia have joined forces for the first time in Australia’s
history. They are pooling their energy and resources to communicate
to the public about an issue which is common to them all - the
importance of updating your Will and including a bequest to charity.
Released on 27th November, Include a Charity is a jointly funded
three year communications and social marketing campaign intended
to raise general awareness about a form of giving which has the
ability to shape the future. It will encompass national TV, radio,
print, outdoor, web, advertising, PR and an educational hotline.
“The private sector is well known for creating joint ventures
which campaign on behalf of an industry and deliver savings for
their customers. We decided that the charity sector should be
no different,” says Martin Paul, spokesperson for Include
a Charity. “This is the best use of our resources, as a
group we can share the costs and deliver better results.”
“We analysed best practice here and overseas. Creating
a joint venture on behalf of a whole industry enables us to deliver
a consistent message and save money. All four charities have
extremely strong brands, highly trusted by seniors and the general
public. Our research and subsequent business case shows that
together we may be able to institute social change far more effectively
than each charity could individually,” says Mr Paul.
“This is the best use of our resources, as a group we
can share the costs and deliver better results.”
“Encouraging people to leave a bequest in their Will is
difficult at the best of times, as planning for our death remains
a sensitive subject. But by putting together the knowledge from
across Australia’s best known charities, pooling our information
and sharing the skills of our best people, we’ve managed
to create a first,” adds Martin Paul.
The campaign, managed and implemented by Senioragency Australia,
is run by a steering group of key decision makers from each of
the charities.
Senioragency Australia Group Managing Director Chris Cormack
says that “One of the challenges of the campaign has been
working on behalf of the four organisations as one client but
it has also created a multi-dimensional approach to all issues.”
“Each of the charities involved have brought their own
strengths to the campaign and through the sharing of expertise
and research we have an incredibly dynamic group of some of Australia’s
best in charity management. In my experience of working in the
private, public and charity sectors, this is one of the most
forward thinking and vibrant groups of people I have had the
privilege to work with.”
Cormack says that the creative needed to reflect the atmosphere
of community and collaboration. “It was borne from a brief
to be looking towards the future, be inclusive and communicate
the importance of connectivity and community. The key image of
the hands performed best in creative testing and it was felt
would provide a platform for creative across all media,” says
Cormack.
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