World Vision Australia

At a time when TikTok was thrusting us into a Ukrainian war zone every time we opened the app, we knew the usual sad-kid-imagery-and-guilt-trip-message advertising formula wasn’t going to cut it.

So for World Vision, we focused on joy and connection. Reducing the perceived difference between kids in third-world countries and kids in Australia empowered Aussies to do a good thing and sponsor a child for a better future.

Senior Copywriter, Lead Creative, Video Art Direction