The creative work in here was fuelled by necessity. Everything was done during the peak of COVID with minimal budget, time or resources. Nevertheless, the team I worked with did all we could to spread the word and raise essential funds.
Campaign: COVID-19 Urgent Appeal
Medium: Web Video
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)
Executions: 1 of 1 displayed
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)
Executions: 1 of 1 displayed
This piece was created to evoke a strong reaction from active supporters of people with intellectual disability who could be swayed into donation via a smart and genial elevator pitch of the latest support innovations. This was done adhoc, scripted on the day, and done with basic filming technology to reflect the by-the-pants nature of communicating on behalf of vulnerable Australians amid a global pandemic.
Campaign: COVID-19 Urgent Appeal
Medium: Web Video
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)
Executions: 1 of 1 displayed
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)
Executions: 1 of 1 displayed
This piece was created to evoke a strong reaction from active supporters of people with intellectual disability who could be swayed into donation via an ask from representative of said portion of the community. As with all other video elements of this campaign, it was scripted on the day and done with basic filming technology to reflect the by-the-pants nature of communicating on behalf of vulnerable Australians amid a global pandemic as well as the fact that funds were not being used for marketing purposes. The chosen ambassador here was also selected for his unique energy.
Campaign: COVID-19 Urgent Appeal
Medium: 1/4 Page NewsCorp Press Ad
Target: 40+yo, community minded Australians (predominantly female)
Role: Copywriter (scripting) + concept development
Executions: 1 of 1 displayed
Target: 40+yo, community minded Australians (predominantly female)
Role: Copywriter (scripting) + concept development
Executions: 1 of 1 displayed
This piece was created to simplify the overall urgent appeal message to a level that is quick and digestible while also feeling personal by being localised. As with other later iterations of the same ad, there is minimal fluff and an added incentive to bridge the gap between cause, action, and impact.
Medium: TV Live Read
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)
Executions: 1 of 1 displayed
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)
Executions: 1 of 1 displayed
This to-camera piece was utilises key words of the urgent appeal in a manner that pushes those who traditionally passively support the cause through lottery purchases to give more. "Hands and homes" in particular being a campaign phrase coined to emphasise how donations put hope in reach of vulnerable Australians.
Campaign: 2020 Matched Giving Day (COVID-19 Urgent Appeal sub-campaign)
Medium: Social Tile
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting) + concept development
Executions: 1 of 1 displayed
Medium: Social Tile
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting) + concept development
Executions: 1 of 1 displayed
This campaign was created to flip the typical script of the given cause on its head - take away the drama and zero in the positivity of giving big for maximum impact. The pairing of the single day with the double the impact line blended urgency with the notion that the individual could do more with their own means during dire (covid) times.
Campaign: 2020 Matched Giving Day (COVID-19 Urgent Appeal sub-campaign)
Medium: Social Tile
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting) + concept development
Executions: 1 of 1 displayed
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting) + concept development
Executions: 1 of 1 displayed
This campaign was created to flip the typical script of the given cause on its head - take away the drama and zero in the positivity of giving big for maximum impact. This particular tile boils the concept down to its simplest strapline form, increasing its impact across Facebook and Instagram promotions.
Campaign: 2020 Matched Giving Day (COVID-19 Urgent Appeal sub-campaign)
Medium: 1/4 Page NewsCorp Press Ad
Target: 40+yo, community minded Australians (predominantly female)
Role: Copywriter (scripting) + concept development
Executions: 1 of 1 displayed
Target: 40+yo, community minded Australians (predominantly female)
Role: Copywriter (scripting) + concept development
Executions: 1 of 1 displayed
Localised (in terms of location reference) to connect with those within the given community to reinforce what they have hopefully encountered on Facebook, and in email in some instances. It is direct, with no real fluff and basic emotional pleas, to create impact without overstating the case for support. The added inference of increased impact helps connect the gap between problem and individual impact.
Campaign: Fly Into July Virtual Fitness Event
Medium: Web Video
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Executions: 1 of 1 displayed
Fly into July is another of the many virtual fitness events that has popped in recent years. Unlike many of the others which are cause specific, this one is cause agnostic and simply allows causes to opt in. In this instance, the work being done is focused on those connected to Endeavour Foundation and its mission (ensuring people with intellectual disability can live their best lives).
Delivered with added panache by one of the mastermind's of the innovative support resources being fundraised for, this piece was created to evoke a strong reaction from event participant and active supporters of the cause. The scripting was designed to be earnest and direct, while also have maximum (earned) emotional impact. The belief here was the concepts conveyed would galvanise both those taking part in the fitness event and those who they were reaching out to for donations.
Campaign: Fly Into July Virtual Fitness Event
Medium: Web Video
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Executions: 1 of 1 displayed
This piece was created to evoke a strong reaction from event participant and active supporters of the cause. The scripting was designed to be earnest and direct, while also have maximum (earned) emotional impact. The belief here was the concepts conveyed would galvanise both those taking part in the fitness event and those who they were reaching out to for donations.
Campaign: Fly Into July Virtual Fitness Event
Medium: Web Video
Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Role: Copywriter (scripting)Target: 30+yo, educated, affluent, social progress minded Australians (predominantly female)
Executions: 1 of 1 displayed
This piece was created to evoke a strong reaction from a localised nostalgia-obsessed audience with a mix of imagery and easy to follow scripting that carefully laid out the story of Brisbane's long-since destroyed tramway network.
