Mission Australia needs increased donations - both number and amount. Currently they are not on the radar as the charities market is fiercely competitive and a lot of people already give to one or a number of charities and getting them to give more or switch is difficult. A lack of differentiation is also meaning that Mission Australia is just blending in. Mission Australia doesn't have a strong enough identity and many people just don't know what it is that they do.

Break through the consciousness of the Australian public and create a campaign that is memorable and moves people. To create a stronger identity for Mission Australia, it was important that the creative brought to life the brand essence "transforming lives" and this was done with the powerful butterfly wings imagery. To explain to the public what Mission Australia represents, the campaign consists of five print executions that explores each of the key areas of Mission Australia, ie. youth, homeless, family, training and employment.

* After appearing in the Good Weekend magazine – Mission Australia recorded highest consistent 3 days traffic to website this year, driven by offline advertising campaign* A Women's Weekly insertion drove a one off donation of $3000.00. Donor advised she had lost a family member recently that was homeless and after seeing the Transform advertising was inspired to make a one off donation.* MA National Manager Research and Social Policy - I just did an interview on ABC radio and the interviewer concluded with a long comment about how terrific she thought the new ad running with butterfly wings was - she was very effusive and said she was very moved and sure anyone else who saw it would be. You certainly hit the mark with her - and she's on the ABC!