WATCH VIDEO BELOW...

Very soon Australian kids will be going back to school. Many of these children will do so without even basic items like schoolbooks or a proper uniform. This makes it very hard for them to participate and fit in.

“For these children, financial disadvantage is about more than just money. It’s about not being able to participate fully in society, or reach their potential through education,” said chief executive officer of The Smith Family, Elaine Henry.

Through sponsorship, The Smith Family aims to break this cycle of disadvantage by supporting a child’s education.

BMF has developed a TVC to highlight the problem. The spot graphically portrays the world a disadvantaged child endures, day after day.

“The campaign aims to raise awareness of the cycle of disadvantage, by highlighting that financial disadvantage really is about more than just money.” Says Dylan Taylor, BMF’s creative director, direct.

“The Smith Family can provide the support a child needs, not just financially, but access to support they wouldn’t otherwise have.”

Credits:
Agency: BMF
Production Company: Cyclops Films
Media Planning and Buying: Delany Advertising & Media PTY LTD
Post Production: Frame Set Match
Digital Media Planning: PHD
Digital Execution: BMF
Client: The Smith Family

WATCH VIDEO BELOW...