A campaign that went beyond traditional channels to help raise $4.1 million.

Client: The Smith Family
Problem: For over 600,000 disadvantaged Australian children, school can be a harrowing experience. But the rejection and isolation they feel is hard for most of us to understand or empathise with.
Idea: The Empathy Experience. A campaign to make everyday Australians experience how a disadvantaged child feels at school.
My role: Art Direction. Copywriting.

FILM

INTERACTIVE OUTDOOR
In partnership with JCDecaux, we used Panasonic's D-Imager and Microsoft's .Net technology to create an interactive outdoor ad. The ad subjected viewers to the same isolation that a disadvantaged child experienced at school. This was set up in Sydney’s Pitt Street Mall for a week, where it recorded 700 unique interactions daily.

RESULTS
$4.1 million was raised to give crucial support to 9,710 children and their families.

AWARDS
- AWARD 2013 Bronze Digital Kiosk, Point-of-Sale, On-Site
- ADMA 2012 Bronze OOH experiential
- ADMA 2012 Bronze Creative use of technology
- Caples Awards 2012 Finalist
- JCDecaux International 2012 Campaign of the Month