To direct people to visit the ‘Make It a Thing of the Past’ exhibition, we teamed with leading photo-journalists to create a series of evocative print and outdoor advertisements. By capturing the plight of some of the world’s most helpless children, we wanted to tell everyday Australians about Save the Children’s commitment to help them.

With brand awareness at just 3%, Save the Children needed to share their story with as many Australians as possible. So we built them the ‘Make It a Thing of the Past’ exhibition, a portable museum that we displayed in the most high-traffic venues possible – railway stations and shopping centres across the country. Our next step was to advertise it.

Over 1.6 million Australians visited the exhibition, raising Save the Children’s brand awareness from 3% to over 7%.

Like the exhibition itself, each print execution boldly featured a particular issue Save the Children is working to ‘make a thing of the past’ worldwide. And to demonstrate what makes this charity different from any other, each execution dealt only with how it affected children. Be they soldiers or refugees in the Congo, prostitutes or sweatshop workers in Bangladesh, or collectors of contaminated drinking water in Kenya.