Helping rewrite the futures of people in need.

Newcastle Permanent Building Society

Sector

Charity

Services

Brand Strategy

Production

Conceptual  

Public Relations

Advertising

Media

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Background

Since 2003, the Newcastle Permanent Charitable Foundation have distributed more than $19 million across more than 460 projects across regional NSW. But the Charitable Foundation is about much more than just numbers.

Objective

To shift the focus from the dollars to sharing the impact a Charitable Foundation grant can have on an individual, a family, and the wider community.

Campaign

We unearthed four very special recipients of Charitable Foundation grants and shared their incredible stories, highlighting how the Charitable Foundation has helped rewrite their future. The concept was delivered using an interactive projection installation, allowing recipients the chance to look back on how the Foundation has changed their lives.

Results

Engagement metrics have been positive. From a paid media perspective, we had a completion rate of 81% significantly above the benchmark of 45% for similar content.

The perfect reconstruction that won homemakers’ hearts.

McDonald Jones Homes

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