The Smith Family’s 2018 Back to School campaign was developed as an acquisition campaign for Australian child sponsorship. The team took a 360-degree approach to the campaign, resulting in a TVC and print advertising, as well as online and direct mail content. The single compelling message theme was ‘Don’t Look Away’.
The objectives were to confirm 4,000 new sponsors within three months and raise the brand profile of The Smith Family.
The use of distress media, primetime TVC and targeted in-transit media created a holistic communication approach that boosted response in all audience segments.
The campaign exceeded its targets, recruiting 4,282 new sponsors worth $17.26 million in gross revenue.