BMF’s new campaign for The Smith Family highlights the challenges facing over 600,000 disadvantaged Australian schoolchildren

BMF have created a campaign for The Smith Family to highlight the challenges facing 605,701* disadvantaged children across Australia who are going back to school without the essentials like a proper uniform, shoes or books. This makes them feel isolated and alone, struggling to fit in and keep up with their peers.

The campaign tells the story of how disadvantaged kids can stand out for all the wrong reasons at school, and how such a small contribution can make the world of difference to them.

* Australian Bureau of Statistics (2011) Labour force, Australia: labour force status and other characteristics of families

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Through the appeal, The Smith Family urgently needs to find sponsors for 5,000 of these kids. Sponsorship is only $1.30 a day and provides vital education essentials, as well as emotional support. This life-changing contribution can help a disadvantaged child make the most of their education and create a much brighter future for themselves.

Main channels include TV and direct mail with support from press, digital banners and social media. The Smith Family’s 2012 Back to School Appeal launched on 30th January with the start of the new school year.

Agency: BMF