There for any human | CatholicCare

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Creating an identity that defies perception

Catholiccare Commercial | Source: YouTube

THE BRIEF

Zoo Group Canberra were commissioned by CatholicCare to create an awareness campaign to be identifiable as a community organisation that is separate to that of the Catholic Diocese and perceived associations. Above and beyond that, they launched their strategic vision for 2017 and onwards as one of the ACT and surrounding region's biggest contributor to the community at large, offering a huge variety of assistance from aged care, homelessness, family support services, counselling and disability care. Zoo Group needed to highlight their impact on the lives of the community.

THE STRATEGY

We started by developing a brand campaign to highlight and distil the core values of CatholicCare into a clear, consumer facing positioning. We created a 90 sec and 60 sec TVC as a brand manifesto to establish a connection with the target audience, communicate their organisational essence and create an emotive, positive bond with the

greater community across the ACT and Regional NSW. As part of the campaign we developed 30 second radio ads, bus advertising, posters, magazine ads, alongside highly targeted digital banners to extend the campaign across multiple touch points. We also created a new website which took on the branding to assist with the positioning the

organisation is trying to achieve.

THE COPY

All who are weary, find rest.

Between the first blushing cry, and last pale goodbye.

You are the neighbours, the strangers, the nappy changers.

The parents, and grandparents. The loved and the lost.

Your heart bleeds, your lungs breathe, your body feeds.

Your needs supersede your creed.

We’re the hands, the eyes…

the hearts and minds..

Catholic Care is here to serve, along every curve

Of that winding road, that unsure path, the highs and lows, the light and dark.

No matter who you are…where you’re from…

what you wear…or with whom you share…

Your life, your love, your care.

We are there …

Catholic Care

There for Any Human

THE EFFECT

CatholicCare re-launched the brand with great success in an event attended by the Archbishop and senators alike, echoing their strong resonance with the new position and strategic vision. CatholicCare has been thrilled with the final product, and what has been delivered by Zoo Group.