Helping Australians understand what school is like for disadvantaged children

Client: The Smith Family
Problem: More than 600,000 disadvantaged Australian children find school to be a harrowing experience. However, research showed that most people struggle to understand or empathise with the rejection and isolation these children feel.
Idea: In Their Shoes – A campaign that dramatised what it was like living in a disadvantaged child’s shoes.
My role: Art Direction. Copywriter
Results: $4.1 million was raised to give crucial support to 9,710 children and their families.
Awards: AWARD 2013 Bronze Digital Kiosk, Point-of-Sale, On-Site, ADMA 2012 Bronze OOH experiential, ADMA 2012 Bronze Creative use of technology, Caples Awards 2012 Finalist, JCDecaux International 2012 Campaign of the Month

FILM

INTERACTIVE OUTDOOR
In partnership with JCDecaux, we used Panasonic's D-Imager and Microsoft's .Net technology to create an interactive outdoor ad. The ad subjected viewers to the same isolation that a disadvantaged child experienced at school. This was set up in Sydney’s Pitt Street Mall for a week, where it recorded 700 unique interactions daily.

RESULTS
$4.1 million was raised to give crucial support to 9,710 children and their families.

AWARDS
- AWARD 2013 Bronze Digital Kiosk, Point-of-Sale, On-Site
- ADMA 2012 Bronze OOH experiential
- ADMA 2012 Bronze Creative use of technology
- Caples Awards 2012 Finalist
- JCDecaux International 2012 Campaign of the Month