Flipping the narrative from powerless to empowered.
The brief for a new Child Sponsorship campaign was to get Australians to sponsor a child by understanding how their commitment could change a child’s world.
This was communicated through VulnerAble:Â Vulnerable to able, through sponsorship.
I acted as Creative Director for the campaign, conceiving of the VulnerAble creative platform in collaboration with a small creative team.
I developed the concept, supporting visuals and creative treatments, as well as crafting artwork and messaging across a variety of platforms.
VulnerAble drove a spike in Child Sponsorships, as well as gaining widespread media coverage. It was also lauded as an innovative and fresh take on sponsorship.
