The Vinnies Doorknock Appeal is one of Australia's most identifiable charity events. But like any charity, Vinnies needed to attract volunteers and donations.
Past advertising had tended to build on emotional messaging focussed on disadvatage in the community.
Our strategy was to focus on a more positive message built around the practical 'hand up' that Vinnies provided to thier clients. We co-opted the famous 'hands' icon from the Vinnies brand and built messages around this for the volunteer and donations segments.
