Anglicare WA launches hard hitting radio campaign via Wildlings

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Anglicare WA launches hard hitting radio campaign via Wildlings

The second instalment of Anglicare WA’s Friend in Need campaign launches this week with a series of hard-hitting audio spots.


Emma-Jane Morcombe, Anglicare WA Manager Media & Marketing, said: “The first thing many people do when faced with a life crisis is jump online and seek advice. Sadly, the responses they face are often very unwelcomed. Friend in Need is a trusted community resource created here in Perth, using input from local Clinical Psychologists, Counsellors, Job Coaches and more to overcome a myriad of life’s challenges free of judgement. It’s a safe place and reliable source all Western Australian’s can access free and easily.”

Matt Wilson, Creative Partner at Wildlings, said: “Unfortunately, moments of vulnerability online often attract unhelpful or anonymous scrutiny. This campaign personifies real-life ‘keyboard warriors’ posts from Facebook, Instagram and Reddit. We think it makes for an unnerving audio campaign many people can relate to.”

Friend in Need is supported by Lotterywest and powered by Anglicare WA.




Agency: Wildlings
Creative Partners: Matt Wilson, Pat Lennox and Ben Green
Head of Art: Neil Martin
Graphic Designer: Garreth Bennett
Account Directors: Cait Totten, Farah Alias and Nicole Lennox Gray
Sound Engineer: Soundbyte – Brad Habib
Client: Anglicare WA
CEO: Mark Glasson
Manager, Media & Marketing Innovation and Strategy: Emma-Jane Morcombe
Project Manager: Nina Ulyett and Bec Stott
Media: Network Media
Phil Dada