The Smith Family launches integrated campaign for Christmas Appeal via Marlin Communications

The Smith Family’s Christmas Appeal has launched a fully integrated campaign across TV, online, print and DM from this week onwards, developed by Marlin Communications.

The campaign has been developed to raise $3.89m towards The Smith Family’s work to support the 1 in 10 children in Australia living in disadvantage.1

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For the first time, the campaign explicitly highlights the charity’s innovative approach to tackling poverty, and features a real child who has been supported through the charity’s Learning for Life education programs.

Says Dan Geaves, creative strategy director at Marlin Communications: “Whilst past advertising has always helped people to see a poor child, we wanted to also show how donations help a poor child.  By focusing on reading – we are helping The Smith Family tackle the barrier to action that is created when people don’t really see where money raised actually goes. By using a real child in the TVC we reinforce that when money is donated it changes a child’s future.”

Says Lisa Allan, national marketing manager at The Smith Family: “Marlin encouraged us to think about how authenticity in our work would influence our audience. Children like Revival, through no fault of their own, fall behind at school. We can change that for more girls and boys if more people donate this Christmas.”

The Smith Family is a national, independent children’s charity helping disadvantaged Australians to get the most out of their education, so they can create better futures for themselves.

1  Australian Bureau of Statistics 2013. Labour force status and other characteristics of families, June 2012.