The Smith Family heroes disadvantaged kids in new TV, digital and PR campaign via BMF Sydney

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Screen shot 2012-11-20 at 11.32.20 AM.jpgThe Smith Family is asking Australians to look at disadvantaged kids differently in a new Christmas Appeal campaign via BMF, Sydney.

 

The TVC titled “Heroes” steps away from seeing a disadvantaged child struggle to fit in at school, and instead follows him throughout his morning as he tackles incredible challenges to make it to school.

The TV campaign is supported by digital and PR activity with a goal to grow The Smith Family’s supporter communities to ultimately help raise much needed money to fund educational programs for disadvantaged Australian children.

 

Says Rhys Kelly, Head of Communications at the Smith Family: “We wanted a new slant on communicating the problem, and a fresh approach to how we talk about disadvantage and its impacts on children experiencing it.  This campaign comes from real stories and shows some of the issues that kids like him deal with each day.  The first step to engagement for us, is showing you care and if Australians do that, then thecampaign has done its job.”

 

Says Laura Sampedro and Carlos Alija, joint Executive Creative Directors at BMF: “We’re aiming to create empathy for these disadvantaged kids by portraying their dignity, resilience and strength.”