The Smith Family heroes disadvantaged kids in new TV, digital and PR campaign via BMF Sydney
The 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.”
6 Comments
Love the Ellen Degeneres cameo.
Very moving really. For want of a proper school bag, to a boy who’s doing a good deal more than most for his family.
Strong storytelling, but no production or agency credits? For people who likely donated a good deal of their time and usual fees?
The smart ass comment from Portia speaks for itself, sadly.
I had a little tear in my eye by the end of that.
This ad makes me want to help that kid. Good work.
Any decent parent will be moved by this. Great spot.
Did The Who donate the tune free of charge?
love the message in this ad and that Ellen has taken the time to do the ad. She does so much for charities and for her to do this for a local charity is special. Smith family deserves the help and I hope this will help great results for Australian kids.
The big worry I have with these ideas is how effective they are and if my donation has simply been used for costs. Please could we be told if they work and the amount of extra revenue raised. The concept is great.