The TVC is classified as a community service announcement (CSA), airing on Channel 7 and Channel 9 at no cost to the Thankyou Group, which is a social enterprise supporting aid and development projects in Asia and Africa.
Justine Flynn, Thankyou Group Director Brand and People, said that the organisation was excited about the launch and anticipated the TVC would be well-received by the public.
“We felt it was important to take a different approach with this ad. We wanted it to be more than just about Thankyou and our products; we also wanted to help educate the public on what social enterprise is.
“Social enterprise is a growing sector in Australia, but we’re still well behind the UK and America in terms of industry size and public awareness. With this in mind, our aim was to provide an explanation of the difference between for-profit, non-profit and social enterprise through our creative approach, in order to educate consumers on how a simple product choice can have a huge impact.
“It was a big feat to try and do that all within 15 and 30 seconds, but with a great team on board we’ve been able to produce a result that we are really proud of,” she said.
Flynn also said that she hoped the TVC, through raising brand awareness, would enable Thankyou to increase the impact it can make in developing nations.
“So far, with the help of Australians who regularly purchase our products, we’ve been able to help 73,340 people receive water, 67,227 people with health and hygiene training and 6865 people secure food.
We’re proud of this achievement, but we’re also aware that there is much more work to be done. Our aim is to keep increasing awareness about Thankyou so in turn we can impact thousands more lives around the world.”
The ad launch demonstrates the social enterprise’s continued focus on creative marketing following its recent campaign that resulted in both Coles and Woolworths taking on its Thankyou Water, Thankyou Food and Thankyou Body Care products – all of which help fund projects in developing nations.
The ad was produced in partnership with Kintaro Studios and Aspect Media, both of which provided services to Thankyou at reduced costs.
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