Anglicare's Winter Appeal 2025
Creative direction, copywriting, photography, gala dinner creative performance
the story begins (the brief)
Anglicare's winter appeal is their biggest annual fundraising opportunity. We were tasked with creative direction, photography, copywriting and producing live creative elements for their gala dinner, to inspire donors.
the plot thickens (our approach)
The appeal centred on the story of an intergenerational family that had spent 100 nights in a motel room while homeless. We created an appeal that invited the donor to imagine 100 days in a cramped room, building empathy and inviting action.
the resolution (what we created)
Beyond the traditional appeal, we crafted a live storytelling experience combining music, poetry and film woven throughout the gala dinner at Sydney Town Hall. The integrated campaign exceeded expectations, with the gala dinner and direct mail appeal raising more than $2 million combined.
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.
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