| Titulo | Sleeps Under This |
| Agência |
Havas Partnership
|
| Campanha |
Sleeps Here - The Smith Family
|
| Anunciante |
The Smith Family
|
| Marca |
The Smith Family
|
| Posted | Junho 2003 |
| Produto |
Early Intervention & Prevention programs
|
| Sector Empresarial | Acções caridade, fundações, voluntariado
|
| Legenda | We help kids like Annie stay in school, so they don't end up sleeping here. |
| História | 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. |
| Filosofia | 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. |
| Problema | 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. |
| Tipo de Mídia |
Impressões colaterais e de marketing directo
|
| Mercado | Austrália |
| Director executivo criativo |
Dale Rhodes
|
| Director criativo |
Mike Rolfe
|
| Director de arte |
Mike Rolfe
|
| Redator |
Jason Ross
|
| Director de contas |
Tui Horo
|
| Executivo de contas |
Julijana Trajcevski
|
| Produtor da agência |
Robyn Willis
|
| Fotógrafo |
Anson Smart
|
| Director de publicidade |
Linda Landini
|
