The Challenge: 

The Australian Charities Fund were looking to target key decision makers of large organisations to implement a Workplace Giving program – enabling staff to make donations to a charity of choice, where they could reap immediate tax refunds through regular payroll deductions.

 

Creative Strategy: 

Tapping into the approach of a recruitment drive, we developed recruitment ads, that were light-hearted, calling for altruistic managers. The ads featured as small and full page press ads in the weekend edition of the Australian Financial Review, essential reading for the business and investor community. The campaign successfully recruited eight large organisations that implemented the program. It was also a finalist at Caples.