Every year at Christmas, Act for Kids struggles to compete in a cluttered market, where better-known charities get more donations.
So last year, Act For Kids knew they needed to do something different.
The One Less Present initiative asks Australians to give up a Christmas gift on their wish list, and donate its value to abused and neglected children instead.
The integrated campaign – featuring an emotive film, social media, OOH, press, and direct mail – led to an innovative microsite with a unique algorithm that indexed Google’s shop and image data, allowing people to type in a product, and donate its value.
This unique donation mechanic saw the average Act for Kids donation increase to $211 in just five weeks – 27.8% up on the previous year, providing abused children with 422 hours of therapy.