Pro-bono outdoor campaign for RIDBC!

22/05/13
New RIDBC ad on display in MelbourneNew RIDBC ad features teddy bear without its eyes and ears

The team from Common Ventures in Sydney have delivered a compelling, pro-bono campaign for the Royal Institute for Deaf and Blind Children (RIDBC) as the charity embarks on its first major outdoor advertising campaign courtesy of Adshel.

Adshel donated $400k of free media space to raise awareness of RIDBC and ultimately drive donations.

The team at Common Ventures worked on a concept that would stand out against the clutter of outdoor advertising but used imagery that pulled on the heart strings.

“RIDBC does an amazing amount of things for deaf and blind children, and we were given an incredibly difficult brief,” said Creative Director Brian Merrifield.

“Usually non-profit creative can be message overwhelming, so we wanted to go strong with a direct message. But how do you get people to become a bit more aware about what they do without cramming everything into it?

“We had to find something so simple that encapsulated the fact that they help both blind and deaf children. The teddy bear was one of the first ideas that we had and we kept coming back to it because it was so striking.”

RIDBC Chief Executive, Chris Rehn said he was extremely grateful for the generous support from Adshel in providing the advertising space and to the team at Common Ventures who put in so many hours to deliver a thought provoking and memorable campaign.

“As a charity, RIDBC puts fundraising dollars back into improving and extending our services so an outdoor advertising campaign on this scale simply wouldn’t be possible without such outstanding in-kind support from the corporate sector,” said Mr Rehn.

“RIDBC is Australia’s largest non-government provider of services for children with hearing or vision loss, assisting thousands of children a year across Australia.  I know that this campaign will raise awareness of RIDBC and ultimately drive much-needed donations.”

There were many others who contributed time and in-kind support to bring the campaign together and RIDBC would also like to thank Shane Rozario Photography and Toby&Pete.