The Work 2024 Contenders: The Brand Agency

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is The Brand Agency’s Top 2…

Foodbank WA: The Hunger Ghrelins
The Brand Agency, Perth
1 in 5 Western Australians face hunger every day.
In 2023, Foodbank WA released their Annual Food Report, revealing an
ominous reality. A staggering 250, 000 Western Australians are facing food insecurity, and of those, 116,000 are children.
Foodbank WA needed a campaign to bring hope to hungry families.

When we get hungry, the human body produces a hormone called
ghrelin, telling our brain that it’s time to eat.

You can’t see it, but you can feel it. The more ghrelin that’s released, the hungrier we feel.

But as hunger is invisible, how can we fight what we cannot see?

Think of the last time you were hungry.

Did it feel like a creature grumbling in your tummy?

Introducing The Hunger Ghrelins: The hunger hormones feeding hungry kids.

This is an educational, entertaining, and donation-driving campaign that brought conversations about the devastating physical and psychological effects of gnawing hunger out into the open.

We created a new toy, The Hunger Ghrelins, encouraging people to take the fight against hunger into their hands. This modelling dough kit could be purchased in the lead-up to Christmas.

It was sold in supermarkets across WA and supported by OOH, radio,
POS and a bespoke website.

Road Safety Commission: Everyday Journeys
The Brand Agency, Perth
Because 70% of road crashes in Western Australia happen on normal, everyday journeys (not through illegal activity) it’s obvious no one plans a crash. WA road deaths are the highest in mainland Australia. Yet WA road users are apathetic about their own chances of having a life-changing crash while on their way to the shops, school drop-offs, or meeting friends. To remind them they can plan to drive consciously, our campaign demonstrated ordinary scenarios we face when planning and running our days, and how our loved ones’ lives may be negatively affected on our everyday journeys.

How do you convince everyday Western Australian road users that it’s their normal everyday journeys causing 70% of crashes, not illegal activity like speeding, drink or drug driving?

This surprising Road Safety Commission data insight provided the springboard for a different kind of behaviour change campaign – one addressing road users who don’t believe road safety messages apply to them.

Even though WA has the highest road death statistics in mainland Australia, this group is apathetic about their chances of having a fatal or life-changing crash on their own everyday journeys – picking up the kids, popping to the shops, meeting friends.

We set out to overturn this indifference by reminding Western Australians, across a range of relevant media, to re-evaluate how they think ahead about their own daily journeys. While we all plan our days, no one plans a crash.

Using real life crash data, our integrated approach put a series of daily-updated TV ads at the heart. They focused on two households planning as they leave home for the day, with each scene interrupted by a loved one delivering a gripping premonition of what could happen on that journey.

Radio, social films, print, and OOH completed the campaign, delivering relatable, everyday scenarios to road users in the most relevant settings. Each element was a chance to remind law abiding road users to be conscious of the possibilities for a crash on everyday journeys.

The campaign reached each audience where it mattered, and drove home the message that, while no one plans a crash, we can plan not to crash every time we head out the door.

The deadline for Campaign Brief’s The Work 2024 is Monday May 20. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email ricki@campaignbrief.com.