Anglicare WA - Tiles 4 Change
Background
Anglicare WA wanted to catch the attention of the public to help drive donations and support their tin-rattlers in the city during the festive period.
Problem
Christmas is usually a time of celebration & joy. But for some families, the financial stress and expectation for a "happy" Christmas can lead to an increase in family and domestic violence.
Insight
People often shy away from donating money because they just can't see how their donation is being used, and if it is making a difference at all.
Solution
To show how every donation helps change what Christmas looks like for families suffering domestic violence, we created Tiles 4 Change – a billboard made up of over 650 stacked magnetic tiles.
With every donation a tile is removed, revealing a positive outcome.
Activation
1) Without donations, this is what Christmas looks like to families enduring domestic violence.
2) As donations were made, tiles were removed to reveal a more positive image.
3) With all tiles removed, we can see the change the donations have made.
After removing a tile, people who donated could show their support via social media.
Translating this idea to radio, we created a radio spot that altered a common Christmas poem to showcase that it can also sound different.
