In a first for children's charity Good Beginnings, production company Captiv8 has produced a pro bono tvc for the organisation for its television debut.

The national children’s charity provides early intervention and practical parenting programs for disadvantaged children and their families, with the aim of every Australian child having the opportunity for a good beginning in life (www.goodbeginnings.org.au).

Good Beginnings Australia CEO Jayne Meyer Tucker said it was a significant milestone for the organisation.

“We are not well known by the general public and need to increase both our awareness and support through public donations,” she said. “This is why the creation of a television commercial is so important. Having very little funds to support this, the pro-bono support from Foundation and Captiv8 has been critical.’

Director Keir Maher said the team was really inspired to get involved and offer their help in any way.

“ Knowing that we could provide support for such a good cause really motivated our talented team of designers and animators,” Maher said.

“We wanted to be able to connect with people on an emotional level and highlight the real difference Good Beginnings can make to disadvantaged families in Australia. Taking an illustrated approach was consistent with the current brand and it also gave us the freedom to show the harsh conditions some Australian children face and highlight the positive impact GB can make.”

A $22 donation supports one child a week at a Good Beginnings program. www.goodbeginnings.org.au