Despite being the principal sponsor and organiser of Carols by Candlelight for the last 57 years, Vision Australia were struggling to achieve brand recognition.
To connect people with Vision Australia, SMART was commissioned to overhaul the brand communication platform, starting with a new call to action.
Beyond the carols, Vision Australia do truly incredible work for the children in their care. The brand platform needed to show how regular people can make a difference to families with vision impaired kids.
SMART devised the ‘Be the light’ brand platform, launched with a new 45 second mini documentary and TVC at the 2015 Carols in Sydney and Melbourne.
During the record-breaking broadcast, the call to action asked viewers to donate what they can and ‘Be the light’ that helps to show vision impaired children that their future is bright.
Vision Australia and SMART expect a record result for the campaign.