The Spastic Centre renames and LOUD launches new campaign “Moving Stories” tomorrow
The Spastic Centre, one of NSW’s most well known charities, has officially changed its name to Cerebral Palsy Alliance. The Spastic Centre was named after the medical term for the most common form of cerebral palsy – spasticity.
Charged with launching the Cerebral Palsy Alliance is Sydney advertising agency LOUD, who have created a fully integrated campaign to raise awareness of Australian families who are affected by cerebral palsy. The campaign launches tomorrow – February 8.
Cerebral palsy is the most common physical disability in childhood,with a child in Australia being diagnosed every 15 hours. However,research has shown that awareness and understanding of cerebral palsyis extremely low.
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The brief to LOUD was firstly to conduct adiligent brand strategy review to change the name, and then develop acommunications plan to raise awareness and funds for the cause.
Thosesuffering from cerebral palsy are otherwise healthy human beings,trapped in a body that doesn’t work. The families who live withcerebral palsy are also trapped in a world many Australians don’tunderstand. LOUD’s idea was to approach what it’s like to be trapped,from a real perspective, by telling the stories of as many families aspossible.
The “Moving Stories” campaign running across TV,radio, print, online and social media, features these inspirationalchildren and their parents telling stories about what it is like tolive with the condition.
“Rather than developing a campaignmicrosite, we’ve used Facebook to allow potential donors to watchextended video content on each family, leave comments of support,donate directly from the page and then receive ongoing updates aboutthe cause. The result is a much more intimate experience giving theviewer a better understanding of the effects of cerebral palsy oneveryday families,” said David Halter, Strategy Planner at LOUD
“Thisis the first time we’ve launched a mass acquisition campaign withadditional content available on social media. Facebook allows us toshow the complex challenges of a severe physical disability and bringour donors closer to the newly formed Cerebral Palsy Alliance,” saidMarcus Blease, General Manager, Marketing & Fundraising, CerebralPalsy Alliance.
“We have created a campaign that shows thiscause in a completely new light. Not many people know the harsh realityof cerebral palsy and from start to finish this campaign is designedand constructed around the emotional experience of real, movingstories,” added Emma Den-Ouden, Copywriter at LOUD.
CREDITS
Agency – LOUD
Joe Van Trump – Creative Director
Emma Den-Ouden – Copywriter
Mo Shono – Art Director
David Halter – Strategy Planner
Russell Naughton – Group Director
Uccella Tilbrook – Account Director
Lauren Harris – Account Manager
Production House – Flying Fish
Director – Matt Tomaszewski
Producer – Renae Begent
Photography – David Knight
Media – Starcom