SMART was asked to completely overhaul the Vision Australia communication platform, starting with a new call to action that would connect viewers to what Vision Australia do for the children in their care.
The new ‘Be the Light’ brand platform was launched with a 45 second mini documentary and TVC, at the 2015 Carols in Sydney and Melbourne during a broadcast that set records for the event.
The 'Be the Light' call to action asks for viewers to donate what they can to vision Australia and ‘Be the light’ that helps to show the children their future is bright.
By being the light, they can make a difference to families with vision impaired kids, just as they can ‘Be the light’ and be the example for others to follow as they give generously.
The results are still being brought together, but a record result is expected.