Blind Low Vision NZ prompts viewers to gift 1% for good in new campaign via YoungShand

Donations are critical to funding the programmes, services and equipment vital to helping Blind Low Vision NZ clients succeed. YoungShand has launched a humorous campaign, directed by Supernormal’s James Anderson, highlighting how a small 1% portion of your Will won’t make a huge difference to your family, but it will make a fundamental difference to someone who requires the help of Blind Low Vision NZ.

 

Says Matt MacDougall, philanthropy manager, Blind Low Vision NZ: “As people get older they start to think of their legacy after they’re gone, and want to leave behind their mark on the world beyond just providing for their families. Helping blind, deafblind or low vision people live a life without limits is a wonderful way to do just that. This campaign does a great job of planting the seed in the audience’s mind to ponder something they may never have considered. It also does a great job of tapping into the light-hearted truth that parents don’t always agree with their kids’ spending habits!”

Says Julie Spedding, senior creative, YoungShand: “Asking for donations in an ocean of charities is tough, so this work shows a unique way to make a difference. But blindness, low vision, death and wills can be pretty heavy topics, so we needed humour to cut through a category that defaults to guilt and “sadvertising”.”

Says Ben Hopkinson, group account director, YoungShand: “Blind Low Vision NZ are a special group of people, providing a tangible, meaningful difference to those with vision difficulties. They’re also a positive, joyful bunch which drives the spirit of the work we do for them. We’re proud of the work and the real impact it will make for Aotearoa.”

The campaign launched on September 4th across TV, video on demand, online video, social, and radio.

Client: Blind Low Vision NZ
Gwen Green: GM Engagement and Marketing
Matt MacDougall: Philanthropy Manager
Joanne Eve: Relationships Manager
Aditya Kundalkar: Communications Manager

Creative and Media Agency: YoungShand
Executive Creative Director: Corey Chalmers
Creative Director: Scott Maddox
Senior Creative: Julie Spedding
Head of Copy: Hannah Habgood
Executive Producer: Esther Watkins
Strategy Director: Ryan Sproull
Strategist: Kirsten Bray
Group Account Director: Ben Hopkinson
Account Manager : Ella Soule
General Manager: Emma Dalton
Media Strategist: Andrea Long
Media Partnerships Director: Megan Flynn
Digital Media Planner: Hamish Pilgrem
Media Buyer: Leina Barke

Production Partner: Supernormal
Director: James Anderson
Executive Producer: Amanda Summersby

Sound: Liquid