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Client: Lord Mayor’s Charitable Fund

Campaign for Heart of Melbourne Appeal

October 07
Advertising
Branding

Disegno was commissioned to revitalise the Lord Mayor’s Charitable Fund brand and to help develop new marketing plans and communications.

At the heart of our creative strategy was the development of a new brand ‘The Heart of Melbourne Appeal’ which encapsulates the special place the fund holds in the hearts of Melbournians.

Our new logo design is an unexpectedly contemporary, optimistic, uplifting, colourful graphic based on a ‘heart’ motif.

This striking new style has been applied to the Annual Report, brochures, leaflets and display material, differentiating the Fund from the myriad of charities competing for attention of the community’s generosity.

The secret to creating advertising that goes beyond communication to motivation is empathy.

Unfortunately, it’s easier for Australians to empathise with victims of accidents and disasters than your run-of-the-mill, faceless homeless and disadvantaged people.

It’s all too easy not to identify with those in need and to dismiss their plight as being no less than they deserve or, at the very least, more than likely the result of their own greed, laziness or weakness.

Consequently, we developed a campaign that highlights the fact that there has never been a time when it was easier to end up on the scrap-heap, no matter who you are.

Our campaign has depicted famous Melbournians (from John Woods to Nicky Buckley, Lillian Frank to David Neitz, the Chief Police Commission, Christine Nixon to the Lord Mayor, John So) as homeless folk queuing in a soup line, with the single-minded objective of convincing Melbournians that their disadvantaged neighbours deserve a leg-up. Because, the inescapable truth is, it could be you (or someone you know).

According to LMCF CEO Andrew Chappell, the strategy and campaign are assisting the fund to reclaim its long-held position as Melbourne’s most favourite and respected charitable organisation.

“Disegno has revitalised our brand and breathed new life into what was very much a tired and stale brand.

“With our new look and strategic direction we are now beginning to see results, including a noticeable increase in donors, fundraising and corporate support.”

To make a donation or find out more, visit the Heart of Melbourne website.

About the Lord Mayor’s Charitable Fund

Each year the Lord Mayor’s Charitable Fund provides financial assistance in the form of grants to over 200 of Melbourne’s smaller grass roots charities. These charities assist individuals and families by providing food, clothing, accommodation and health care services. Disegno’s long association with the fund includes an ongoing commitment to the The Lady Mayoress’ Committee and Annual Gala Ball.