Red Cross
Sleep Aid
Problem
Australians feel overwhelmed with bad news, keeping them stressed and unable to unwind.
Insight
Studies show that donating to a good cause is proven to help alleviate stress.
Idea sold into client, but cancelled due to covid :(
INTRODUCING:
Fall asleep to the restoration stories that you made possible.
Creating a collection of calming sleep stories based on the restoration efforts of the Red cross.
The inspiring collection will share stories of hope and regeneration, seeking to ease restless minds to sleep.
Close your eyes and listen to the teaser:
For those of you with no headphones, here's the script:
[We hear wind whistling as it winds through a leafless forest]
Luke was the first to arrive back in his hometown of Vivonne Bay on Kangaroo Island. A place that was burnt but far from broken. With a people eager to rebuild again.
And as Luke sweeps slender twigs and branches from the road. His gaze is caught by a flash of green from within the Flinders Chase national park.
The first small sprout weaves it’s way out from an ancient eucalyptus. From dark to bright. From bark to light. The pioneering shoot uncurls and unfurls. Reaching out to sway in the warm sunlight.
Over many days, and many nights. Heavy rains and heavy…
[We hear thunder rumble off in the distance, as soft rain begins to surround the scene]
Our first brave branch finds itself surrounded by new shoots. Each carrying leaves to help the tree regrow.
Just as our Vivonne Bay resident, Luke, finds himself surrounded by volunteers. Each carrying tools of hope to help the town grow.
Wombat Rebuild
A wombat lives next to a flood-ravaged town and watches in awe as the townspeople rebuild.
Culture Connection
A young Indigenous woman rediscovers her culture, country and kinship as the Australian Red Cross empowers her community.
Man's Best Friend
An elderly man's dog watches as his owner finds a new lease on life thanks to the support he receives from the Australian Red Cross.
Amplification
We'd use targeted social ads to get in front of Aussies just as they need some relief. Targeting Aussies with ads that feature our sleep stories between 9pm and 3am.
We could even create hour-long black screen Youtube ads that people could fall asleep to.