creating the future, now!
How do you get people to fund their own welfare systems? In a more and more cynical world the answers aren't easily uncovered, but with a detailed and sensitive approach we succeeded working with our client the Jewish Communal Appeal. This Sydney based fund-raising organisation supports education, healthcare, cultural continuity, aged care and more for the broad Jewish community. Over 7 years we developed, year after year, fresh campaigns to grow awareness in this community of the funds applied to 17 Jewish organisations and acceptance by the community of the JCA's essential role.

Significant benchmark demographics and motivational research, conducted under our direction helped create a knowledge base for a series of campaigns that confronted ("Who cares... only 32% of Jews give"), cajoled ("Jewish... it's for Life") and pushed a number of emotional buttons for this audience.

Arguably our most successful campaign employed a devise to get inside their minds by getting community members to paint, in their minds eye, potential future scenarios based on their action or in-action. These canvassed issues such as aged care for their own parents, Jewish education for their children, welfare services for their associates and a key issue... Jewish continuity for their next generation... will they marry out, or marry Jewish? It's a tough decision and an emotional one, and that's what good promotional strategy employs. This complex campaign is illustrated below with example newspaper ads, direct mailers, function invitations, a community newsletter and function advertisements showing the key celebrities brought from various parts of the world to enthuse participation. There's a myriad of UN creative and production expertise illustrated by the campaigns below.

See the 1999 campaign by clicking here.
See the 2000 campaign by clicking here.