World Vision
Background
Over recent years Australians have been impacted by numerous local and global issues - bushfires, floods, war and cost of living. As a result, our attention and generosity has been diverted elsewhere.
CHALLENGE
World Vision’s child sponsorship numbers were in decline. The loss if not addressed immediately could have a devastating effect on children and communities that need support the most. We needed to reframe child hunger, in a modern and relatable way and engage with our existing, lapsed and new sponsors.
sOLUTION
Food insecurity doesn’t just mean hunger, it means uncertainty. A daily guessing game of where and when your next meal is coming from. We knew that if our audiences understood what it is to face meal insecurity, they would be more inclined to act. Using this insight we created the Meal of Fortune social filter allowing our audience and sponsors to interact and experience what it means to be facing meal insecurity.
ReSULTS
The campaign helped give World Vision their strongest quarter for online
child sponsorships since 2016.
Importantly it created relevancy for the World Vision brand, and an increased number of sponsors to an issue that urgently needed attention and support.
Meal Anxiety TVC
Meal Anxiety Social Filter
