Missing Schools

Across Australia, chronic physical and mental illness affects around 1.2 million kids. They risk missing school for months and, in some cases, years. Beyond the everyday trauma of their health crisis, their isolation can have long term effects.

We needed to extend the campaign across purely visual, short dwell time formats. To create awareness of the important work MissingSchool do to support sick kids, their families and drive more donations.

We created an emotive representation of the idea that sick kids can be quickly forgotten by their peers and school communities. It ran across static media and simple video media where the kids' images transitioned from clear to faded.

My Role: I created the type treatment that faded behind the characters, I assisted on the stills shoot (directing, advising shooting style and being the photographer’s assistant), I graded and retouched the photography, my son appears in the campaign, I rolled out the designs, I artworked a lot of the campaign and created the animated OOH.

Results:
+250% Public donations YOY
+390% Traffic YOY
+200% Social media reach YOY