The Laptop Initiative launches ‘See Opportunity Where Others Don’t’ national integrated campaign via Hook Creative Studio
The Laptop Initiative, a registered charity dedicated to repurposing unwanted laptops for communities in need, has launched its latest national campaign, ‘See opportunity where others don’t’. The new campaign, created by Hook Creative Studio, is running now across TV, out-of-home (OOH), social media, and press.
The creative execution provides a unique visual narrative, showing the perspective from a laptop that has been left in an office and is not being put to good use. The story takes a positive turn when a CEO picks up the device, and the spot ends with the laptop being opened by a person in need of a laptop, demonstrating that the discarded technology has finally found a good home.
The campaign marks the continuation of a long-standing and successful relationship between Hook Creative Studio and The Laptop Initiative over the last three years. This deep understanding of the charity’s mission has allowed the agency to craft compelling messages that drive corporate action, following their previous work which included a community service announcement that aired on SBS last August.
Says Johnathan Akiki, Creative Director at Hook Creative Studio: “We wanted to capture the emotional journey of a forgotten device finding a new purpose. By shooting from the laptop’s perspective, we’re asking business leaders to look at their old tech differently. It’s not e-waste; it’s a lifeline waiting to be handed over to someone who truly needs it.”
Cheryl Sing, Founder of The Laptop Initiative, emphasized the urgent need for corporate participation: “Many businesses replace their laptops every few years — even when they’re still fully functional. Instead of adding to the 2.6 million tonnes of e-waste generated annually, some of those laptops could go to someone who desperately needs one.”
Adds The Laptop Initiative Board Director Anton Buchner: “The strategic approach for ‘See opportunity where others don’t’ is all about targeting corporate decision-makers where they work and commute. By highlighting the immense social value of these devices, we are reframing corporate IT upgrades from a logistical challenge into a powerful opportunity for social good.”
The campaign arrives as the Sydney-based charity passes a major milestone, having successfully given away 1,000 repurposed laptops to grassroots charities supporting refugees, asylum seekers, disadvantaged youth, and victims of domestic violence.
A recent survey of the 26 partner organisations, which includes the Jesuit Refugee Service Australia and Kickstart for Kids, revealed the profound impact of the donations. The survey found that the laptops are primarily used for ongoing education (92%), job search and employment applications (88%), and learning English (61%). Furthermore, recipient charity partners reported that 100% of education-focused recipients saw increased confidence, while 80% experienced reduced isolation.
To maximize reach among corporate audiences, oOh!media is running the campaign across its premium Office network in the Melbourne and Sydney CBDs. The placements connect with a high-value professional audience in environments with significant dwell time, featuring a video and a QR code for companies that want to easily donate their about-to-be discarded laptops.
The Laptop Initiative is calling on “Corporate Heroes” to donate fully functional, data-wiped laptops that are less than four years old.
Learn more or register a corporate donation.
Agency & Production: HOOK Creative Studio
Media: oOH! media
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