Spreading goodwill with Anglicare’s Winter Appeal.

Nobody chooses to endure a long, cold winter. It’s just something you have to deal with. Nobody chooses to struggle or to find themselves in a difficult scenario: with bills coming thick and fast and the temperature dropping quickly.

Winter can be an unwelcome time of hardship. And for many Victorian families, a time to face impossible choices.

In partnering to develop the creative campaign for Anglicare Victoria’s annual Winter Appeal, that insight remained at the forefront of our thinking. Sometimes making a choice seems impossible.

While exploring options for the creative, we thought long and hard about how confronting the reality of those choices can be. Or in some cases, the confronting absence of choice.

Groceries or rent? Breakfast or dinner? Paying the electricity bill or paying the gas bill? Choose one. You couldn’t. But by offering a donation to help Victorians in need and facilitating Anglicare’s support programs, we realised donors can make a choice. And when they do, struggling families don’t have to.

The campaign.

The ‘Choose One’ campaign sought to immediately connect audiences with the harsh realities families face through winter. By acknowledging those difficult scenarios, people are prompted to consider the agonising circumstances associated with limited options and scarce resources.

The campaign encompassed a wide range of traditional and digital channels working together. Some had never previously been explored as a part of the Appeal.

The promotional strategy included classic above-the-line touchpoints like direct mail and billboards, along with remarketing, search advertising, crowdfunding and social.

Billboard artwork encouraged potential donors to support the campaign online.

By embracing a new strategy and some previously unexplored digital tactics, we experimented and engaged with new audiences to deliver increased awareness of an important message.

And the message clearly reached and resonated with the wider public. The ‘Choose One’ campaign exceeded Anglicare Victoria’s target for their Winter Appeal and generated hundreds of thousands of impressions online.

Anglicare Victoria is all about delivering a brighter future for disadvantaged Victorians. With a challenging winter coming to a close and a successful Winter Appeal having raised vital funding, it looks as though they are well placed to work towards better tomorrows for Victorian families.