Domestic Violence and Child Poverty Campaign
Following the success of two award winning #NoticeUS campaigns, Mission Australia asked me to once again help them raise awareness of domestic violence and child poverty in Australia, and in turn increase donations. This campaign carried quite a responsibility as 1 in 6 children in Australia live in poverty and 1 Australian woman is killed every week by her current or ex-partner.
Mission Australia take a long term approach to these issues. Rather than giving short term hand outs, they invest in long term strategies to help Australians in need to stand on their own two feet. This unique philosophy of Mission Australia inspired the campaign theme "Independence is Precious". This proposition not only differentiates Mission Australia from other charities but gives supporters a face to empathise with.
creative direction / art direction / copy / design / photo manipulation