AJ & Wally's Story: Raising Funds for Prison Chaplaincy

Creative direction, film, photography, copywriting

the story begins (the brief)

Anglicare approached us with the goal of designing a fundraising appeal to support the work of chaplains serving in hospitals, prisons, emergency service teams and other places of great need.

the plot thickens (our approach)

We designed the appeal around AJ and Wally — an ex-cop turned prison chaplain, and a bible college student who studied ministry while serving his sentence. Raising funds for prison ministry can be a particularly challenging task, but AJ and Wally's story was so compelling, authentic and transformational, it provided rich ground for impactful storytelling.

the resolution (what we created)

We filmed at Old Parramatta Gaol, where AJ had once served time, creating a powerful contrast between the harsh setting and a message of hope. The resulting film, photography and appeal copy connected powerfully with Anglicare's donor-base.

Lead By Story acknowledges the Traditional Owners of the land where we work and live, The Darkinjung People. We pay our respects to Elders past and present.

contact

will@leadbystory.com.au