Brief:
Raise awareness of the Parklands’ need to replace many of its largest trees due to age, drought and disease. Target frequent Centennial Parklands users and the residents of surrounding suburbs.
Raise awareness of the Parklands’ need to replace many of its largest trees due to age, drought and disease. Target frequent Centennial Parklands users and the residents of surrounding suburbs.
Challenge:
Overcome public complacency (the government takes care of the Park, doesn’t it?) and charity fatigue to generate financial support.
Results: Overcome public complacency (the government takes care of the Park, doesn’t it?) and charity fatigue to generate financial support.
We developed and discussed 10 distinct approaches with the Parklands team, triangulating on a preferred solution that was presented to and approved by internal management, followed by two separate boards.
The solution leveraged the language of a medical emergency to cut through the clutter and create a sense of urgency. A single, distinctive visual was designed to integrate the many channels and elements in the campaign.
The campaign raised over $130,000 in its first year, and had exceeded $500,000 last time we checked.
The campaign raised over $130,000 in its first year, and had exceeded $500,000 last time we checked.