‘YOUR SUPPORT MEANS THE WORLD’ WORLD VISION AUSTRALIA CAMPAIGN

Production Company: VANDAL

Client: World Vision Australia

Produced by: Ciara Hehir,

Executive Producer/s: Ben O’Donnell, Brenden Johnson

Director: Tracey Rowe

DOP: Nick Andrew

Format: TVC campaign 1 x 60, 1 x 30, 4 x 15sec

In a departure from its historical approach, in August 2023, World Vision unveiled a transformative brand campaign that sets its sights on showcasing the successes in improving children’s lives around the world. This bold initiative, orchestrated by World Vision’s in-house creative team, in conjunction with VANDAL and helium.film, marks a pivotal moment in the organisation’s communication strategy.

The core message of this campaign underscores the powerful connection between the generosity of Australians and communities in need worldwide, serving as a testament to the unwavering commitment of compassionate individuals. In contrast to the shock tactics of the past, World Vision’s latest campaign opts for a more uplifting and hopeful narrative, encapsulated by the iconic sounds of Primal Scream’s 1991 classic, ‘Movin On Up.’

Filmed over 6 days in Africa, with Worlds Vision communities, and in Sydney Australia over 4 days with real life supporters, the campaign highlights that despite being a world apart, we are really all the same and show what a significant impact the support of World Vision Australia sponsors have made over the past 60 years. By showcasing the successes, World Vision hopes to inspire and motivate more viewers to become sponsors.

World Vision’s chief marketing officer, Louise Cummins expressed immense pride in sharing this new brand story, one that resonates deeply with World Vision’s ‘This Means the World’ message, designed to inspire Australians by highlighting opportunities that leave a lasting, positive mark on the world.

The campaign made its debut on the 20th August across television, digital platforms, billboards on city streets and social media.