| Titre | Sleeps Here |
| Agence |
Havas Partnership
|
| Campagne |
Sleeps Here - The Smith Family
|
| Annonceur |
The Smith Family
|
| Marque |
The Smith Family
|
| Mise en ligne | Juin 2003 |
| Produit |
Early Intervention & Prevention programs
|
| Secteur d'activité | Associations caritatives, fondations, volontariat
|
| Slogan | We help kids like Annie stay in school, so they don't end up sleeping here. |
| Synopsis | The ad depicts a disadvantaged girl who has the potential to end up on welfare or worse, homeless. The Smith Family are calling up on the community to donate to their programs, to prevent this from happening. |
| Philosophie | To 'borrow' from the conventions of 'cure/fix it' advertising and deliver the prevention is better than cure message. So, prevent the disadvantaged from ending up on welfare and on the streets, by donating to The Smith Family's programs today. Utilising media that helped deliver this message in a 'real life' situation. ie: sleeping under the 'newspaper', sleeping under a roadway passover bridge, sleeping in a bus shelter. |
| Problème | The community donates during this time of year (winter) predominately to 'welfare/cure' based organisations. (ie: homeless, poverty, meals.. etc). The Smith Family programs work to prevent these situations through early intervention and education. The problem was to make 'prevention' a more compelling reason to donate than helping 'fix' the problem once it's ocurred. |
| Type de média |
Affichage
|
| Marché | Australie |
| Directeur de la création |
Dale Rhodes
|
| Directeur de création |
Mike Rolfe
|
| Directeur artistique |
Mike Rolfe
|
| Concepteur / rédacteur |
Jason Ross
|
| Directeur de clientèle |
Tui Horo
|
| Chef de groupe |
Julijana Trajcevski
|
| Producteur, agence |
Robyn Willis
|
| Photographe |
Anson Smart
|
| Responsable de la publicité (annonceur) |
Linda Landini
|
