BMF launches cinema spot for Smith Family
BMF has created a cinema ad for The Smith Family’s Christmas Appeal that is running before Harry Potter and The Deathly Hallows in cinemas nationwide. It is supported by online, press and direct mail.
Research shows that a staggering one in seven Australian kids feels a sense of isolation because they’re financially disadvantaged. This is particularly painful at a time of year when everyone comes together.
The Smith Family Christmas Appeal uses an emotive idea that dramatises the disconnectedness that a child feels when they’re excluded because they don’t have the things they need to fit in.
Tim Wood, Associate Creative Director at BMF says, “This campaign uses a simple idea to drive home a shocking message. This issue is happening right here in Australia, and these disadvantaged kids have a right to the same opportunities as every other Aussie child.”
With the ongoing support of generous Australians, The Smith Family is dedicated to helping kids living in hardship to feel included again, so they can get the most out of their education and realise their potential.
Paul Henderson, Executive Director of Engagement for The Smith Family says, “We have high hopes for the success of this campaign, as it is key to us raising the $4 million we need this Christmas. Every donation counts towards our aim of helping thousands of kids break the cycle of disadvantage in 2011.”
Click here to make a donation to the Christmas Appeal
CREDITS
Agency: BMF
Director: Tom Spark
Production Company & Post Production: Flying Fish
Media Planning & Buying: Delany Advertising & Media
1 Comment
I think all the children need more write school clothing and school supplies