Variety needed a tax appeal campaign that communicated to their audiences the dire need for their donations. As Variety doesn’t receive any funding from the government, the charity relies entirely on the public’s support, and their tax appeal is a vital time for donations.
March One developed the campaign “Slipping Through the Cracks in our own Backyard”. The campaign taps into Variety’s Aussie battler spirit, and the idea that all our kids deserve the best chance at life – but that kids close to home aren’t getting this chance. With an integrated email, web and social strategy, the campaign reached audiences from all walks of life, ensuring the message was front and centre for the busy tax time period.
Campaign still in progress