How do you get Australians to connect with international children's charity, ChildFund.

To get a sense of what life is really like for children who are forced into child labour it’s important to look at some real-life stories. Some of the stories reflect problems that persist, while others show positive change. ChildFund helps create positive change in children’s lives. ChildFund was doing great work for children in need around the world, however, the general public did not know who they were or what they did.

Our brief was to create brand awareness of who ChildFund are and to get the Australians to connect with the charity.

We started by creating a new brand positioning Because every child needs a childhood - and created this work to launch it. It was clear when visiting some of these communities and hearing the kids' stories, that the impact of a lost childhood can't be ignored.

Shot on location in local communities, our campaign features children telling their stories, paired with a haunting soundtrack from Australian musician Matt Corby.