The Alannah & Madeline Foundation

The Alannah and Madeline Foundation needed to cut through on an issue that parents know matters but rarely act on. The brief was to build a campaign that made children's online safety feel urgent and real, using a partnership with Richmond Football Club to earn attention that a charity brief alone rarely gets.

The campaign landed well beyond the foundation's existing audience. An MCG takeover and a PR-led strategy earned national coverage including a segment on Seven News, putting the cause in front of Australians who wouldn't have sought it out. The Richmond partnership gave the message credibility and scale it couldn't have achieved on its own.

Led the creative from concept through to execution across social, earned media and a large-scale MCG activation. Directed photography and shaped the visual identity of the campaign, while writing copy that handled a sensitive subject with care. A project that required the work to feel warm and trustworthy rather than alarming, and to travel well across very different contexts.