Uniting helps over 100,000 Australians across NSW and ACT – every single day. But their wide range of life-changing services were often overlooked or misunderstood. We crafted a campaign that put their real impact on real people front and centre. By harnessing genuine stories and Uniting’s signature Lilly Pilly colour, we showed that Uniting can give you the skills and support to experience change you can feel.
As one of Australia’s largest service providers, Uniting is woven into everyday life, yet brand awareness sat at just 6-8%. Not to mention that people didn’t realise the true breadth of their services, they were just seen as either “the church” or “that aged care provider”.
Uniting is a unique not for profit that not only has a purpose, “Create a better future for more people and communities by disrupting entrenched disadvantage”, but has the ability to live it. So, we needed to not only tell the Uniting brand story but showcase their entire service offering – all in one unified campaign. Something that would capture attention and inspire action.
Working in collaboration with Uniting, from interviewing people who’d received support to visiting their service sites first hand, we realised that Uniting offers more than a service – it offers belief. We brought this to life as The Change you Can Feel: a campaign that reflected this insight - that one simple decision, to reach out to Uniting, can profoundly change a person’s life and restore a sense of hope, control, and connection.
It was a guiding light throughout our campaign creation journey. Where we worked closely with Uniting's key stakeholders to craft every element to ensure that our core campaign message was able to appeal to multiple audiences and easily talk to Uniting’s plethora of services.
The Change You Can Feel was shown by using the Uniting’s distinctive Lilly Pilly brand colour embracing our subjects and their world. We showed real people in that pivotal moment where they felt their world was shifting – for the better.
Through our research, we created multiple personas that linked back to Uniting’s core services – Early Learning, Family Services, Youth Service, and Aged Care. From here, we meticulously crafted moments that felt alive, captured by one of Australia’s best photographers, Lula Cucchiara.
The result is a campaign full of hope and warmth. Bold and unmistakably Uniting, each execution highlights a relatable life moment and leaves no doubt about who we are and the difference we make.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.