Jason Ross
Office Manager at OEM Marketing Inc
Wellington, New Zealand
TitleSleeps Here
Agency
Campaign Sleeps Here - The Smith Family
Advertiser The Smith Family
Brand The Smith Family
PostedJune 2003
Product Early Intervention & Prevention programs
Business Sector Charities, Foundations, Volunteers
Tagline We help kids like Annie stay in school, so they don't end up sleeping here.
Story 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.
Philosophy 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.
Problem 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.
Media Type Outdoor/Out of Home
Market Australia
Executive Creative Director
Creative Director
Art Director
Copywriter
Account Director
Account Executive
Agency Producer
Photographer
Advertising Manager

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