A DAY IN THE SHOES OF A DISADVANTAGED CHILD

The Smith Family supports over 600,000 disadvantaged Australian children who often find school to be a harrowing experience. But the challenge was that most people struggled to fully understand or empathise with the rejection and isolation these kids face.

To address this, we created In Their Shoes—a campaign that dramatised what it’s like living in a disadvantaged child’s shoes. By using powerful storytelling, we helped bridge the empathy gap and encourage Australians to see the reality these children endure, inspiring them to take action and support The Smith Family’s mission.

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.

Recognition:
- 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