Vulnerable kids don’t need a hero – they need you.

What we did

Not-for-profit organisation CareSouth needed people to help disadvantaged children through donating or giving their time. This brand campaign was a huge success, instantly boosting enquiry and donations.

The campaign picked up on CareSouth’s ‘everyday breakthroughs’ positioning and redefined the idea of an ‘everyday hero’, inviting people to take responsibility for the vulnerable kids in our community in big ways and little ways.

To support our key message of ‘I need you’, Brandsome developed a fresh, intimate photography style featuring regular Australian kids asking you to fill an everyday need using hand lettered typography. Copy treatments were simple and very direct, with the warmth and optimism of the images inviting people to join CareSouth in creating positive outcomes for kids.