Anglicare WA and VML launch second iteration of “Christmas Isn’t Always Merry” to support children affected by family domestic violence

Following on from last year’s “Christmas Isn’t Always Merry” campaign, Anglicare WA and VML have launched a holiday donation campaign to shine a light on a heartbreaking truth – Christmas isn’t always merry for some children. Through the campaign, Anglicare WA aims to raise $90,000 to fund the Young Hearts program, which provides art therapy and trauma- informed counselling for children who have experienced family domestic violence.

At the centre of this year’s campaign is a bold and evocative creation—not-so-merry wrapping paper. These specially designed wrapping papers disrupt traditional holiday cheer, featuring sombre patterns and messages that reflect the reality of children living with family domestic violence. By donating, supporters can help bring healing and hope to those who need it most.

“Christmas is traditionally a time for joyous celebrations, but for many children impacted by domestic violence, it can be one of the darkest times of the year,” said Bec Stott, General Manager, Philanthropy at Anglicare WA. “The Young Hearts program enables children to process their experiences, heal from trauma, and move forward to build strong, positive relationships. Every dollar raised through this campaign will directly support this vital work.”

Barry Walker, Managing Partner of VML Perth added: “This year’s campaign delivers a powerful message in an unexpected way. The disconnect between the typical joy associated with the holiday season and the harsh reality faced by children affected by family domestic violence is very real and the ‘not-so-merry wrapping paper’ is a tangible reminder that this season isn’t joyful for everyone. We’re proud to help Anglicare WA raise awareness and drive action for programs like Young Hearts that create lasting change.”

The campaign is currently running in OOH, social, digital and radio.

Donate today – https://donate.anglicarewa.org.au/

Credits
Anglicare WA
General Manager, Philanthropy – Bec Stott
Manager, Brand and Communications – Cinnamon Simpson
Donor Relations Coordinator – Anita Marchesani
VML
Group Account Director – Kelsey Fraser
Account Manager – Maddy Revere
Account Executive – Lauren Whyte
Group Executive Creative Director – Stu Turner
Creative Director – Guido Pecego
Creative Leads – Tim Newton and Paula Keamy
Copywriter – Brendan Morrow
Art Director – Leandro Gimenez
Tracey Kim – Animator
Senior Finished Artist – Phil Chapman